Justin Robert Lees | Creative Producer

THE BRIEF

With no existing media production playbook for spatial computing and Apple Vision Pro, the challenge was to design an end-to-end production pipeline that could support first-of-its-kind media, technical validation, and global delivery. This work needed to translate a native 3D experience into 2D deliverables that would land clearly and credibly across traditional channels like Apple’s marketing keynote, Apple.com, and social.

Drawing on my background as a Technical Producer, Director of Photography, and Post-Production Supervisor, I partnered with creative leadership, engineering, and external studios to define new standards for content capture, review, and finishing. This included establishing camera and lighting methodologies, building review and approval systems, and helping architect patented production tools and workflows that could operate reliably at launch scale for a first-generation product. Together, this work helped define the marketing language for how the Apple Vision Pro story was introduced to the world.

the results

The workflows we developed enabled Apple’s first wave of spatial and immersive marketing content to ship on time and at global scale, including the Apple Vision Pro keynote announcement (20M+ views) and WWDC visionOS content seen by millions worldwide each year. The pipeline supported everything from on-set production methodologies through finishing, executive review, and final distribution across Apple.com and international campaigns.

More importantly, the systems we put in place became the foundation for how Apple now produces, validates, and delivers media for marketing Apple Vision Pro, translating the spatial experience of using the device into a form that could be felt and understood by audiences encountering it only through a screen. As both a creative producer and technical lead, I helped translate an entirely new medium into a launch-ready, repeatable production model that can scale with the platform’s future.

THE BRIEF

With no existing media production playbook for spatial computing and Apple Vision Pro, the challenge was to design an end-to-end production pipeline that could support first-of-its-kind media, technical validation, and global delivery. This work needed to translate a native 3D experience into 2D deliverables that would land clearly and credibly across traditional channels like Apple’s marketing keynote, Apple.com, and social.

Drawing on my background as a Technical Producer, Director of Photography, and Post-Production Supervisor, I partnered with creative leadership, engineering, and external studios to define new standards for content capture, review, and finishing. This included establishing camera and lighting methodologies, building review and approval systems, and helping architect patented production tools and workflows that could operate reliably at launch scale for a first-generation product. Together, this work helped define the marketing language for how the Apple Vision Pro story was introduced to the world.

the results

The workflows we developed enabled Apple’s first wave of spatial and immersive marketing content to ship on time and at global scale, including the Apple Vision Pro keynote announcement (20M+ views) and WWDC visionOS content seen by millions worldwide each year. The pipeline supported everything from on-set production methodologies through finishing, executive review, and final distribution across Apple.com and international campaigns.

More importantly, the systems we put in place became the foundation for how Apple now produces, validates, and delivers media for marketing Apple Vision Pro, translating the spatial experience of using the device into a form that could be felt and understood by audiences encountering it only through a screen. As both a creative producer and technical lead, I helped translate an entirely new medium into a launch-ready, repeatable production model that can scale with the platform’s future.

THE BRIEF

With no existing media production playbook for spatial computing and Apple Vision Pro, the challenge was to design an end-to-end production pipeline that could support first-of-its-kind media, technical validation, and global delivery. This work needed to translate a native 3D experience into 2D deliverables that would land clearly and credibly across traditional channels like Apple’s marketing keynote, Apple.com, and social.

Drawing on my background as a Technical Producer, Director of Photography, and Post-Production Supervisor, I partnered with creative leadership, engineering, and external studios to define new standards for content capture, review, and finishing. This included establishing camera and lighting methodologies, building review and approval systems, and helping architect patented production tools and workflows that could operate reliably at launch scale for a first-generation product. Together, this work helped define the marketing language for how the Apple Vision Pro story was introduced to the world.

the results

The workflows we developed enabled Apple’s first wave of spatial and immersive marketing content to ship on time and at global scale, including the Apple Vision Pro keynote announcement (20M+ views) and WWDC visionOS content seen by millions worldwide each year. The pipeline supported everything from on-set production methodologies through finishing, executive review, and final distribution across Apple.com and international campaigns.

More importantly, the systems we put in place became the foundation for how Apple now produces, validates, and delivers media for marketing Apple Vision Pro, translating the spatial experience of using the device into a form that could be felt and understood by audiences encountering it only through a screen. As both a creative producer and technical lead, I helped translate an entirely new medium into a launch-ready, repeatable production model that can scale with the platform’s future.