Apple Mac's latest campaign featuring Jane Goodall
The campaign from TBWA\Media Arts Lab/Los Angeles is a tribute to possibility, to that first moment of inspiration, and to the Mac as the tool that helps bring it all to life.
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Apple unveils a new global brand platform for Mac celebrating that great ideas start from a blank page.
The campaign is a tribute to possibility, to that first moment of inspiration, and to the Mac as the tool that helps bring it all to life.
Directed by Academy Award–nominee Mike Mills (20th Century Women) and narrated by the legendary late Dr. Jane Goodall, the film titled Great Ideas Start on a Mac is an ode to the endless possibilities that exist when you open your Mac.
The spot opens with the familiar blink of the Mac cursor against a white screen, inviting the audience to see the potential of what could be. In that state of anticipation and inspiration, the film reveals a series of intimate visuals capturing real people in the act of creating. Artists, entrepreneurs, musicians, filmmakers, scientists, all shown mid-process, deep in discovery, alongside glimpses of the finished ideas that started on their Mac.
Credits
View on- Agency TBWA\Media Arts Lab/Los Angeles
- Production Company MJZ/USA
- Director Mike Mills
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Credits
View on- Agency TBWA\Media Arts Lab/Los Angeles
- Production Company MJZ/USA
- Director Mike Mills
- DP Arseni Khachaturan
- Editing EXILE Edit
- Post Production Pariah VFX & Post
- Audio Post Lime Studios
- Composer Emile Mosseri
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency TBWA\Media Arts Lab/Los Angeles
- Production Company MJZ/USA
- Director Mike Mills
- DP Arseni Khachaturan
- Editing EXILE Edit
- Post Production Pariah VFX & Post
- Audio Post Lime Studios
- Composer Emile Mosseri
The film features a diverse collection of creators, each with their own story of bringing ideas to life on Mac. Among them: Bruce Stricklrott, the ocean engineer who has relied on Mac since 1996 to document deep-sea discoveries and present them to the world; Ruchika Sachdeva, the fashion designer who built Bodice, a modern brand for Indian working women that honours Indigenous designs of the past; Alice Wong, the disability rights activist who founded the Disability Visibility Project to amplify underrepresented voices; and the team at 1X Technologies, building helpful humanoids to give people more time for what they love. Each one starting from a blank screen, each one creating something that matters.
The late Dr. Jane Goodall's voiceover, recorded for this campaign, invites viewers to imagine what's possible when they start from a blank canvas. Her narration, paired with an original score by Academy Award–nominated composer Emile Mosseri (Minari), gives the film emotional depth and resonance.
Launching across YouTube, broadcast, out-of-home, and social platforms, the campaign is a call to everyone to make something wonderful. “Great ideas start here. Great ideas start on Mac.”
