Posted on Linkedin as follows:

MARCH, 2025

 

Almost two years ago, I was making my first-ever staged pitch video!

The idea was created for Apple and Apple only, and I really wanted to get their attention by knocking on their door in a slightly different manner—through an email and a video.

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I was not making a pitch for the new feature idea I had designed; I was making it for the idea of me working there, in a very passionate attempt to spark a hint of curiosity about me and what I truly had to contribute, particularly among the VPs. And back then, I was very committed to making it happen.

It was a huge exercise. I had no microphone, no camera, no tripod, and I borrowed my grandma's phone to use it as a teleprompter to read the full 10-minute presentation in one go. (That was something I later learned I didn't need to do—I could have cropped takes :)

And because I wanted the same gesturality as Apple's presenters in their Special Event videos, I needed to be hands-free; and then the idea to use my Apple Watch as a microphone 🎤!

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It ran a bit longer than the usual pitch length, but I was embedding not only the new iOS Flashlight experience but a whole new Design philosophy that spanned the entire ecosystem—to the point of even influencing the evolution of the iPhone itself.

I had a lot to say!

This whole commitment I had was inspired by my high school biology teacher, who told me her niece was invited to work at Nestlé by showcasing her passion and commitment to the company's purpose and sending it to a very important person inside the company.

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That also reminded me of when Steve Jobs, at 12 years old, cold-called Bill Hewlett to ask for spare parts for a project, which not only got him the parts but also landed him a summer job at HP—his dream company at the time!

And despite having tried to contact many folks at Apple—including the only Brazilian who has ever presented at an Apple Event, Vitor Silva (who hugely inspired me to be part of it)—I only received a short, two-line reply from Joz (Apple's Marketing VP), followed by complete silence, from both.

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That is why I wanted to share it here—to show how much I commit to an idea that I know is worth paying attention to and having presented in the best way possible: as a story.

This was the foundation of '𝑒 and the whole concept of Something Different.

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If there’s one thing I learned—out of many— it’s that commitment to an idea is just as important as the idea itself. And that’s the mindset I carry forward in everything I create. I didn't give up on trying the 'different', defying the status quo, because I know the World needs it. 🌎

And so do we!

And if you got this far, thank you for your undivided attention—I appreciate it immensely!

Keep believing in your heart — let it blossom :) 🌻

Sent to Apple leadership

in June 23, 2023