Lisa Sandoval

Creative Strategy // Original Programming

A note on what you're seeing

The Apple TV work lives inside Apple's internal systems. As a contractor, I don't retain access to source files, design assets, or internal tooling post-engagement. What's shown here is sourced from what's publicly visible in the product itself screenshots, app captures, and broadcast frames not from the original files I worked from.

The Meta Quest VR work was built for headsets. There is no meaningful browser equivalent for an immersive live concert or a spatial sports experience sizzle reels and marketing clips are the closest proxy, and they significantly undersell the actual experience. The work was designed to be felt, not watched on a screen.

Apple

Apple TV · Platform-Wide Initiative

Sports System Redesign

140+ Sports · Full Platform · 2024–2025

The Approach

Led the creative strategy for a full redesign of the sports tile system every sport, every surface. Introduced a unified team vs. team treatment with flag-like animation over the image, upgraded sport icons for fallback states, and defined the visual standard for how all 140+ sports appear on the platform.

The Outcome

Closed the quality gap between first and third-party content. For the first time, every sport on Apple TV reads at the same visual level whether it's an Apple property or not.

Internal initiative.

Apple TV · Formula 1

F1 Creative Identity

Design · Brand · Look & Feel · Full Season

The Work

Led creative strategy for the F1 visual identity on Apple TV the look, the hierarchy, the visual tone for the full season. Briefed internal design teams and agency partners. Set the standard for how F1 shows up on the platform: in-app artwork, broadcast graphics, race cards, and the brand tile.

Internal files. Examples visible in the product.

Apple TV · MLS

MLS Season 3

Graphics Package · Season-Wide Brand System

The Work

Led creative strategy for the full MLS Season 3 rebrand replay wipe animations, rejoin cards, the Sunday Night Soccer showcase layout, hero player compositions, and the MLS brand card. My work touched broadcast graphics, and in product experience.

Internal files. Examples visible in the product and upon request.

Apple TV · MLS · First Creative A/B Test

MLS Creative A/B Test

Stars vs. Clubs · MLS Upsell Artwork

Winner

Plan of Record Player-led

Messi as hero. Star power drives the narrative warm gradient, kinetic energy, multiple players.

Variant Club-led

All 29 club badges. No players, no hierarchy every club equal, every fan represented.

POR (Messi, player-forward) delivered a 7.6% higher impressed-to-tapped ratio vs. the all-clubs treatment. First time Apple Sports validated a creative decision with data instead of assumption.

Partnerships with Apple

Lyft · Apple Partnership

Lyft x Apple Partnership

3 Integrations · App Store #132 → #4 · 2015–2016

The Work

Led the Apple partnership at Lyft end-to-end across three years and three platform integrations: Apple Maps (ride request from within Maps), Siri (voice-activated booking), and Apple Watch (live ride tracking on wrist). Each required commercial negotiation, technical scoping, App Store creative, and its own GTM plan.

The Strategy

Treat every integration as a consumer moment. The goal was to deliver a new way to experience and discover Lyft through all of Apple's latest products.

The Activations

Three integrations unlocked three marketing moments: Apple Watch demoed live on stage at WWDC, Lyft featured in The Rock's global Siri campaign for iOS 10, and Lyft promoted via Apple Pay on the App Store. Each activation compounded the previous one.

App Store: #132 → #4. In one year's time, showed significant growth in the App Store rankings.

SiriKit Launch

Lyft on Apple Watch Series 2 — apple.com

Lyft · Apple Watch · WWDC 2016

WWDC Apple Watch Demo

Live on Stage · iOS 10 Launch · Apple Watch Series 2

Lyft WWDC 2016 — Arrives in 3 min on stage

Lyft on Apple Watch — Request, Pay, Track

The Moment

Lyft selected as the live on-stage demo for Apple Watch Series 2 at WWDC 2016. An Apple presenter raised their wrist and called a Lyft in front of thousands. This was the culmination of the Watch integration I led: the UI, the use case (“Arrives in 3 min”), the App Store creative, the coordination with Apple's demo team.

WWDC Keynote (56:40)

Lyft · Apple Campaign · Dwayne Johnson

Siri × The Rock × Lyft

Global iOS 10 Campaign · 2016

The Setup

Apple chose Lyft for their highest-profile consumer campaign of 2016 the global iOS 10 launch featuring Dwayne Johnson. The spot opens with The Rock telling Siri to get him a Lyft. Lyft wasn't just integrated into iOS 10. It was the hero use case.

Why Lyft

After three integrations, consistent on-time delivery of Apple-quality creative assets and a great product experience, we secured this inclusion in partnership with Marcom. I was part of the team that earned this moment and led this partnership opportunity end to end.

Watch the Campaign SiriKit Launch

Meta Quest

Meta Quest · Horizon Worlds

The Notorious B.I.G.

Sky's The Limit VR Concert Experience

The Challenge

Establish Horizon Worlds as a home for cultural, artist-led experiences with IP that carried genuine cultural weight and family trust at stake.

The Approach

Led GTM strategy and creative messaging end-to-end. Coordinated the B.I.G. estate, agents, talent, production partners, and Meta's internal leadership simultaneously from concept through cross-platform launch.

The Decision

Lead with legacy, not technology. This wasn't a platform launch it was a cultural moment. The estate, the family, and the fans needed to feel honored first.

The Outcome

Meta's second most-attended virtual event. Emmy nomination for Outstanding Emerging Media Program 2023. Set the bar for original cultural programming on Horizon Worlds.

★ Emmy Nomination · Outstanding Emerging Media Program · 2023

Sizzle Emmy Nomination

Meta Quest · Sports

NBA in VR

Horizon Worlds · 52 Live Games

The Work

Led GTM strategy and creative for the NBA xStadium VR experience first time live NBA games came to VR at scale. Managed the NBA partnership and launched the Avatar store, a new commerce layer inside the experience.

The Outcome

52 live NBA games in VR, with 5 produced in 180-degree immersive format — the most immersive version available in Horizon Worlds. Attendance doubled from the 1st to the 5th 180-degree game, and average engagement grew 140% across that series.

TechCrunch

Meta Quest · Cultural Programming

Cultural Programming

MLK · Artemis · Chance the Rapper Craft and range across subject matter

MLK in VR

Immersive tribute experience honoring Dr. Martin Luther King Jr.

Watch

Artemis

NASA Artemis I launch brought the first crewed Moon mission to VR.

Watch Meta Blog

Chance the Rapper

Holiday concert experience original programming for the platform.

Watch

Lyft

Lyft · Partnership

Lyft x Starbucks

Morning Loyalty Campaign · $3M Partnership

The Challenge

Build a daily ride habit by embedding Lyft inside a loyalty loop already running every morning.

The Approach

Led offer strategy, logic, messaging, and execution. 125 Starbucks Stars on first ride, 5 Stars every weekday morning. Creative across both apps, push, and email.

New York Times

Lyft · Amazon Alexa

Lyft x Amazon Alexa

Voice Integration · Product Lead

The Work

Served as product manager for the Lyft x Amazon Alexa integration one of the first ride-hailing voice integrations. Led end-to-end from partnership through product build and launch.

BuzzFeed News

Instagram

Instagram · Product Launch

Instagram Reels

Global Product Launch

The Work

Part of the team that built the creator infrastructure and content frameworks supporting the global Reels launch including the taxonomy, classification systems, and creator insights that powered targeting, seeding, and product decisions at scale.

Launch Announcement Variety

A note on this work

As a creative strategist, my role is developing the concept, setting the principles, writing the brief, and shaping the work through judgment and critique not executing the design itself.

The Meta Quest VR work was built for headsets. There is no meaningful browser equivalent for an immersive live concert or a spatial sports experience. Sizzle reels significantly undersell the actual experience. The work was designed to be felt, not watched on a screen. Happy to walk through any of it directly.