Things Reimagined.

Unless you've been living in a cave you've heard Apple announced the availability of the  Watch on 4.24.15.  Part of their new campaign includes a Video called The Watch Reimagined.


I've been using Apple products since 1983 starting with my dad's Apple IIe and its been a special joy to be a part of their journey from underdog to overlord and as a dyed-in-the-wool Apple fanboy (and shareholder) I wish them continued success. However, in the event their new tagline The Watch Reimagined gets some serious buzz, I'm stating publicly on the record that we came up with Workspace Reimagined first! ;)

In deference to Apple, our "Reimagined" platform was inspired by on of their  Think Different campaign in the late 90's when Steve Jobs returned to Apple.  It featured iconic 21st century figures including Albert Einstein, Bob Dylan, Martin Luther King, Jr., Richard Branson, John Lennon, Thomas Edison, Muhammad Ali, Ted Turner, Mahatma Gandhi, Amelia Earhart, Alfred Hitchcock, Martha Graham, Jim Henson (with Kermit the Frog), Frank Lloyd Wright and Pablo Picasso.

Apple Think Different

It associated Apple with people that broke - no shattered - the mold.  Not only are these larger than life luminaries the best of the best in their fields of science, business, music, film, architecture etc. but they collectively represent the best of humanity: courage, vision, altruism, innocence, enterprise, creativity.  The concept of the campaign is as brilliant as the individuals it was built upon.

In a Christopher Nolan's Inception-esque way I'd like to think our Reimagine campaign reimagines the Think Different campaign.

When we created Spacecraft we set out not just to make pretty things.  We set out to create a lifestyle brand with the hope that our products might inspire others to rethink their world.

Steven Swanson

Raised in a Middle Eastern desert and along the bayous of Louisiana, I studied film at USC and later programming, 3D, design, and business at the University of 4 o'clock in the morning. You can usually find me at Starbucks concocting new ventures.