Our first task in helping to make Apple’s first NYC retailer independent; staking a claim that the iconoclastic consumer Apple had once counted on was not served by a monolithic corporate giant where everyone wore the same tee shirt. We needed to let Tekserve’s freak flag fly. And no one better than their employees to do just that. From top to bottom, a more idiosyncratic group of individuals we’d never met. Marvelous portraits, by Squire Fox, of a crew full of skill, talent, attitude and enthusiasm fueled this campaign.

We needed to let Tekserve’s freak flag fly.