Role: Design Director, TBWA\Chiat\Day

As Design Director at TBWA\Chiat\Day, Erik contributed to the creative development of one of Apple's earliest iAd campaigns for the launch of Nissan's all-electric LEAF.

At the time, Apple's iAd platform represented a completely new approach to mobile advertising, transforming the iPhone into an interactive brand experience rather than a traditional display ad.

One of the biggest challenges wasn't introducing the vehicle. It was helping consumers understand the value of driving electric.

Working alongside a talented creative team, Erik helped shape an experience that translated a complex idea into something anyone could understand. Through interactive information graphics, the app compared the cost of a gallon of gasoline with its electrical equivalent, giving consumers a simple, visual way to understand the benefits of owning an electric vehicle.

When Apple introduced iAd to the world, Steve Jobs selected the Nissan LEAF campaign as the live demonstration during his keynote presentation. Out of the campaigns created for the platform, this work became the example used to showcase Apple's vision for the future of mobile advertising.

The video below captures that keynote moment as Steve Jobs introduces Apple's new iAd platform using the Nissan LEAF campaign to demonstrate what interactive advertising on the iPhone could become.