THE BOOK OF RAY
by Rayvón Carter
FADE IN:
Interior. A creative’s mind. Day.
Here lives a restless imagination.
A thinker. A storyteller.
A maker of moments that move people.
Words are my weapon.
Ideas, my rebellion.
I build things to make people stop.
Feel. Question. Act.
This is more than a collection of work.
It’s a series of ideas conceived, written and brought to life.
SCENE 01: ALPHABET LIFE (2025)
“Dedicated to every child, especially the one that lives in each of us.”
SYNOPSIS:
Alphabet Life is a thoughtful rebellion against small thinking, a collection of life advice curated in alphabetical order to inspire those who are young and those who are young at heart to rise in their thinking and shine in their being, no matter who they are or where they come from. Built on the belief that good advice is a powerful tool, this book explores how wisdom shared openly can push us beyond conventional thinking, unlock potential, and create ripple effects of growth. Because good advice isn’t meant to be hoarded. It’s meant to be shared, so we can all rise together.
Designed by June Lee
Client: The Black Man - past, present, and future
Role: Author
Touchpoints: Self-published book release, coming soon.
VISUAL MONTAGE:
SCENE 01: WATCH BLACK UNITY COLLECTION
SYNOPSIS:
The Black Unity Collection is more than a series of Apple Watch releases. It is a creative response born out of tragedy, conceived in the wake of George Floy’d murder and shaped by a desire to build a more equitable world.
Each year’s edition continues that mission, using design and storytelling to explore how humanity can move forward together. It honors the legacy of Black culture while reaching beyond it toward unity, shared humanity, and collective progress.
Since its debut in 2021, I’ve helped define the campaign’s evolving themes while also shaping how they’re articulated throughout the retail experience.
Client: Apple, Inc.
Role: Lead Retail Writer
Touchpoints: In-store signage and retail environments, digital retail platforms, product displays, packaging and motion copy for screen-based experiences
VISUAL MONTAGE:
SCENE 02: MACBOOK AIR (2024)
“Lean. Mean. M3 Machine.”
SYNOPSIS:
MacBook Air is known for being impossibly thin and light. And with the arrival of the M3 chip, it became something more: a machine that could deliver serious power while still retaining its signature portability. The creative opportunity was to communicate that leap in performance and reframe MacBook Air not just as a featherweight device, but as a full-force machine built for the way people work and create today.
Client: Apple, Inc.
Role: Lead Writer
Touchpoints: Digital and physical platforms, including use by retail partners
CUT TO:
SCENE 03: iPAD MINI (2024)
“Single-handedly awesome.”
SYNOPSIS:
With this 2024 refresh, iPad continued to do what few devices can: deliver full-size performance in a form so compact it fits naturally into your hand. We aimed to communicate this unique blend of power and portability in a way that was simple, memorable and unmistakably Apple.
Client: Apple, Inc.
Role: Lead Writer
Touchpoints: Digital and physical platforms, including use by retail partners
CUT TO:
SCENE 04: WATCH SERIES 9
“Smarter. Brighter. Mightier.”
SYNOPSIS:
Apple Watch is the ultimate companion that helps people stay connected, healthy and in motion. With Series 9, it became even more powerful. With new capabilities in intelligence, a brighter display and increased performance, the aim was to translate those leaps into language that was confident and straightforward.
Client: Apple, Inc.
Role: Lead Writer
Touchpoints: Digital and physical platforms, including use by retail partners
CUT TO:
SCENE 05: WATCH ULTRA (2022)
“Adventure awaits.”
SYNOPSIS:
Apple Watch Ultra was built for the bold. It was engineered to endure the elements, navigate the unknown and empower people to push past their limits. We decided to build upon that spirit of exploration and resilience, positioning Ultra not just as a piece of technology, but as a trusted tool for those who seek challenge and discovery.
Client: Apple, Inc.
Role: Lead Writer
Touchpoints: Digital and physical platforms, including use by retail partners
CUT TO:
MEANWHILE:
SCENE 06: RAYDIANT SPLENDOR (2021)
“Transforming the world into a brighter, more equitable place.”
SYNOPSIS:
There’s work that’s good for business. And there’s work that’s good for people. Raydiant Splendor is a nonprofit I founded to make the world a brighter, more equitable place through service and advocacy for historically excluded communities. Each year, this mission comes to life through the Raydiant Awards, which acknowledges and celebrates the achievements of those who challenge injustice, spark change, and move us closer to the future we all deserve.
Client: The community
Role: Founder & Creative Director
Touchpoints: Community-centered storytelling and programming
VISUAL MONTAGE:
SCENE 06: WORLDWIDE DEVELOPERS CONFERENCE (2021)
“Glow and behold.”
SYNOPSIS:
WWDC21 arrived at a moment when the world was still finding its footing after a year of disruption, and creativity had become more essential than ever. We wanted to celebrate the developer community as a source of light in that transition, highlighting their ability to spark ideas that illuminate the future.
Client: Apple, Inc.
Role: Lead Writer
Touchpoints: Digital and physical platforms, including use by retail partners
CUT TO:
SCENE 07: TOWER THEATRE / NEW STORE OPENING (2021)
“Creativity rises.”
SYNOPSIS:
Apple Tower Theatre marked the transformation of a historic 1920’s landmark into a new creative hub in the heart of Los Angeles. The headline and concept aimed to celebrate the city’s legacy of imagination and innovation while ushering in a new chapter of creativity in LA.
Client: Apple, Inc.
Role: Lead Writer
Touchpoints: Digital and physical platforms, and community-facing experiences
CUT TO:
SCENE 08: SEPTEMBER EVENT (202O)
“Time flies.”
SYNOPSIS:
This particular September event was Apple’s first all-virtual keynote, created during a moment when the world was adapting to new rhythms and new ways of staying connected. The headline centered on the pace of change, how quickly it moves, and how Apple’s products help people keep up with that momentum.
Client: Apple, Inc.
Role: Lead Writer
Touchpoints: Event keynote, digital platforms, launch communications and supporting retail channels
CUT TO:
MEANWHILE:
SCENE 10: FROM KING TO KING (202O)
“To all the Kings. Those that came before me, those among me, and those coming after me.”
SYNOPSIS:
From King To King began as a social media campaign during Black History Month 2020. Each day, I posted a photo of a Black man who inspired me (historic, contemporary, or fictional) alongside a recreated version with me as the subject. The series was met with so much appreciation that I decided to transform the series into my first self-published book. From King To King is both a celebration and a thank you. It’s an homage to the Black men who have shaped my life and a tribute to Black men everywhere for their presence, resilience and brilliance.
Designed by Jay Blacks
Client: The Black Man - past, present, and future
Role: Author & Creative Director
Touchpoints: Social Media and self-published limited release
CUT TO:
SCENE 10: THIS WATCH TELLS TIME (2019)
SYNOPSIS:
This Watch Tells Time highlights the extraordinary capabilities of Apple Watch Series 5. At the time, many people didn’t realize just how powerful Apple Watch was, or even what something like an electrocardiogram could do. So we chose to break to break it down in a simple, litany-style narration that revealed its full scope: a watch that can unlock doors, turn on lights, communicate with satellites, and measure the electrical ways moving through your heart, among other things.
Client: Apple, Inc.
Role: Concept Development & Script
Touchpoints: Social Media and television campaign
CUT TO:
SCENE 10: APPOCALYPSE (2017)
SYNOPSIS:
Appocalypse was created as a celebration of the worldwide developer community, and a reminder of how their work shapes our daily lives. Through a playful, yet pointed narrative, it imagines a world suddenly stripped of apps, offering a glimpse into what life might look like without the ingenuity, creativity and impact of the people who build them.
Client: Apple, Inc.
Role: Concept Development & Script
Touchpoints: Opening film for the Worldwide Developers Conference (WWDC) 2017
FADE OUT:
Interior. A creative’s mind. Night.
The story doesn’t end here.
Creativity keeps moving.
Shifting. Expanding.
Reaching for what’s next.
What you’ve seen are chapters of that pursuit.
Ideas built to make people stop.
Feel. Question. Act.
But the next chapter is still unwritten.
And that’s exactly where I want to be.
At the edge of possibility.
Ready to build whatever comes next.