THE KEYNOTE APPLE CALLED A PERFECT FIT

When a client tells you they've been invited to present at an Apple event, you don't ask questions. You open a new file and you get to work.

Mikael Selassi, photographer and someone we've had the pleasure of working with for over a year, was invited to lead a session at Today at Apple. For anyone unfamiliar, Today at Apple is the programme Apple runs across its stores worldwide: live sessions led by artists, photographers, musicians, and creators, designed to inspire the people who walk through the doors. It is, quietly, one of the most considered creative programmes a tech company has ever built. The bar is high. The aesthetic is exacting. And they asked Mikael to be part of it, so he asked us to design the presentation.

What we made

We designed Mikael's presentation to feel like his work: sleek and precise. Every slide was built to Apple's aesthetic standards without losing Mikael's own visual language.

The session ran across two days, May 20th and 21st, 2026.

What Apple said

The feedback from Apple was everything. They loved it! They said the presentation fit their aesthetic. And they want Mikael back.

We'll take that.

There's a particular kind of satisfaction that comes from making something for an audience that knows exactly what good looks like. Apple's stores are some of the most design-literate spaces in the world. The people who walk into a Today at Apple session are paying attention. Getting it right mattered, and we did.

To Mikael, it's been a year well spent. Here's to many more.