TV & Film

Ted Lasso Season 2 Premiere

Creative Direction, Brand Design, Art Direction and Design

After the breakout success of Ted Lasso season one, Apple TV+ held a large-scale premiere in Los Angeles to launch season two. Alongside the Brand Experience team, I helped develop the creative look of the event including a photo call with immersive branded photo props, and a screening environment that celebrated the world of the show. I also led the Brand Design Team to ensure that the event reflected the polish and visual discipline of Apple.

I also began developing a set of Apple TV+ photo call design principles. This premiere was an early implementation of that brand design system to bridge the traditional step-and-repeat format with Apple’s more intentional design aesthetic. Logo placement, frequency, and the use of clear space ensured intuitive photo stops. Larger, story integrated elements elevated both photography and the live experience. I later built a case study from this premiere to refine these principles into formal Brand Guidelines, which continue to shape Apple TV+ premieres today.

After the launch of Season 2, we partnered with local shops in Los Angeles to promote the show in advance of awards voting season. We activated cross promotions including Apple Pay discounts for coffee and ice cream, and branded give aways of specialty biscuits based on the shows’ story, creating an integrated experience for fans.

Other Premieres and Brand Guidelines

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