2025
Virtual Coaches
Greg Greenberg
Executive Creative Director
Media Arts Lab
Los Angeles
Greg Greenberg has been driving groundbreaking work for Apple at Media Arts Lab (MAL) for nearly 13 years, beginning as a Senior Copywriter in 2012.
At MAL, Greg has been instrumental in leading countless iconic campaigns for Apple. He has led numerous iPhone launches, such as the celebrated Hollywood in Your Pocket, and every major piece of work for AirPods, including Stroll, Bounce, and most recently, Quiet the Noise. He has spearheaded award-winning Privacy campaigns like Data Auction and Waiting Room, famous Holiday campaigns, and many other unforgettable pieces of work for Apple. This year alone, Greg has led the creation of the highly praised privacy-focused Flock, the groundbreaking and industry defying immersive film Submerged for Apple Vision Pro, and the launch of the iPhone 16 Pro. Most recently, Greg made the entire internet cry with Heartstrings, a universally praised Holiday ad highlighting the AirPods Pro 2's Hearing Aid feature.
His contributions have not gone unnoticed. Greg was named to the Adweek Creative 100 in 2020 and has won an array of industry awards across all categories and award shows. Beyond his accolades, he has been a dedicated mentor, guiding advertising students at his alma mater, The University of Georgia.
While Greg's work speaks for itself, his proudest achievements lie in the people he has mentored. Over the past 13 years, he has played a pivotal role in shaping the next generation of creative leaders at MAL, nurturing talent from entry-level creatives to Creative Directors and Group Creative Directors now leading Apple campaigns independently. Many of his mentees have been with MAL for over six years, a testament to Greg's belief that true greatness comes from committing to a place and a brand.
At MAL, Greg has been instrumental in leading countless iconic campaigns for Apple. He has led numerous iPhone launches, such as the celebrated Hollywood in Your Pocket, and every major piece of work for AirPods, including Stroll, Bounce, and most recently, Quiet the Noise. He has spearheaded award-winning Privacy campaigns like Data Auction and Waiting Room, famous Holiday campaigns, and many other unforgettable pieces of work for Apple. This year alone, Greg has led the creation of the highly praised privacy-focused Flock, the groundbreaking and industry defying immersive film Submerged for Apple Vision Pro, and the launch of the iPhone 16 Pro. Most recently, Greg made the entire internet cry with Heartstrings, a universally praised Holiday ad highlighting the AirPods Pro 2's Hearing Aid feature.
His contributions have not gone unnoticed. Greg was named to the Adweek Creative 100 in 2020 and has won an array of industry awards across all categories and award shows. Beyond his accolades, he has been a dedicated mentor, guiding advertising students at his alma mater, The University of Georgia.
While Greg's work speaks for itself, his proudest achievements lie in the people he has mentored. Over the past 13 years, he has played a pivotal role in shaping the next generation of creative leaders at MAL, nurturing talent from entry-level creatives to Creative Directors and Group Creative Directors now leading Apple campaigns independently. Many of his mentees have been with MAL for over six years, a testament to Greg's belief that true greatness comes from committing to a place and a brand.