The artists behind the Apple

Apple’s long-running Behind the Mac campaign highlights individual stories of creativity, with James Blake and Tyler Mitchell starring here. 

The campaign focuses on artists at home and the seamless integration of the Apple MacBook in each of their creative processes, and SMUGGLER's Miles Jay has directed intimate portraits capturing the daily rituals of renowned photographer, Mitchell, and musician, Blake.

The intimacy and restraint of the camera creates an honest visual language and space for a series of happy accidents to happen before the lens. Authenticity, says Jay, was paramount, and the restraints of working remotely opened up opportunities for discovery while also making creativity at the highest level feel attainable.