TBWA\Media Arts Lab (MAL), Apple’s bespoke global creative agency, has promoted Colin Snow and Rhodney Viray to group creative directors in its Los Angeles office. They will continue to report to Brent Anderson, global chief creative officer.
Snow and Viray have been creative partners at MAL for over a decade. Their work includes the Emmy-winning 2024 holiday campaign “Fuzzy Feelings”, which blended live action and stop-motion animation to deliver a heartfelt message about empathy; “The Invincibles”, which used the iPhone’s LiDAR Scanner technology to create custom prosthetic limbs for pets; and the Apple TV campaign “Call Me with Timothée Chalamet.” Snow and Viray’s portfolio also includes the highly-awarded Ted Lasso’s “Public Displays of Encouragement,” which brought the beloved coach’s positivity to life during the 2022 FIFA World Cup through personalized, handwritten letters displayed on billboards in each player’s hometown.
More recently, Snow and Viray have been instrumental in creating first-of-its-kind content for Apple Vision Pro, working in close collaboration with Apple Marcom to introduce Apple Immersive Video including “Submerged” the first scripted film directed by Academy Award-winning filmmaker Edward Berger.
“Colin and Rhodney constantly set the standard for modern, genuinely-impactful, Apple-level work that people actually seek out, watch, talk about and share,” said Anderson. “That’s not at all an easy to do in a unforgivingly fragmented media landscape . They understand culture, they understand craft, and most importantly, they understand what’s needed to hold an audience’s attention.”
“Working with Colin has been a dream partnership. His unmatched creative drive continuously pushes everything we do to new heights. From the work itself to the people we work with, Colin always makes an impact you can see and feel,” said Viray.
“Rhodney brings precision and passion to everything he does. He has an incredible ability to find the heart of an idea and elevate it through craft. Working with him has been the best part of my career,” said Snow.
In a joint statement, Snow and Viray shared, “MAL has been our creative home for years. In this new role, we hope to grow talent and develop a department that continues to push the limits storytelling and craft in this new era of creative innovation.”
As group creative directors, Snow and Viray will take on expanded leadership responsibilities, oversee multiple creative teams and help shape the creative department and vision for Apple across different platforms and products.
