• Watch QuickTime Movie (TRT 07:12, 32.3MB)

 

Medium: In-store Video

Client: Apple

Agency: Apple

Role: Concept, copywriting, design, animation, and production

Awards/Publications: The New York Times, Issue #53,107, January 27, 2005, p. E1

Date: September 2003

Apple Store Genius Bar

There is a “Genius Bar” in all Apple retail stores. The Genius Bar is a section of the store for learning and knowledge. This is where customers can bring their Macs to be fixed, where they can ask questions, and where they can learn.

This video loop—displayed on large 42-inch LCD panels behind the bar—was created for customers to view and learn from as they waited to get help from an Apple technician.

Eventually a queue system was developed where the customer could sign up on any Mac in the store for the next slot to speak with a Mac Genius. The status of this queue was displayed along the bottom of the video loop and also in interstitials.