The first WWDC event had a larger viewership than the Oscars that year through YouTube, he claimed, having trended No. 1 on the platform in 50 countries alongside #appleevent.

“No matter how big or small your creative organization is, I think we become too reliant on other people to make our work,” he said, adding that creativity must be “a part of your [company] culture.”

Myhren also advised the audience to trust their instincts, and revealed that Apple as an organization never tested its creative prior to release.  

“We believe we know better than people in a room,” he said. “Confidence is really important to put great work into the world.”

Turning his attention to Apple’s distribution of advertising around the world, Myhren claimed that “media is art” and that when positioning any ad, a company should consider how to “make whatever space better” and releasing ads that did not “pollute” their environment. He shared examples of Apple’s own creative, including 40-foot bespoke double-sided stickers made for some of its storefronts.

Showcasing the accessibility campaign “The Greatest,” which has won at least one Grand Prix this week at Cannes Lions, he explained that it was produced because the company believed that it could design products that made lives better and put it in the hands of its disabled cast.

He described cause-related work as being “wonderful” when it was something that could help to change the world, but warned that the cause had to be “true to your brand” or else it could be “a recipe for disaster … it has to be baked into your DNA.”

He closed by opining that “we don’t have enough fun” in the industry to produce “great” and “optimistic” creative, but noted that businesses must “choose your own ways” to do that.