An artistic gymnast-weightlifter? TBWA\Media Arts Lab’s inventive humour shines once again for Apple. The weightlifter is a metaphor for the new MacBook Pro, his effortless artistic gymnastic routine represents the M4 family of chips that power it. The commercial’s captivating appeal is underscored by Des’ree’s moving track, You Gotta Be, and the heartwarming and witty narration of Olympic figure skater, Johnny Weir. The thrill of competition and human achievement creates a memorable and relatable story that makes microchips exciting for mass audiences – a first in the industry.

The weightlifter was coached by six-time world champion baton twirler, Yvonne (Bonnie) Palacios, and worked closely with Hollywood choreographer, Denna Thomsen.

The campaign debuted at Apple’s MacBook Pro Announcement event and will run globally across broadcast, digital platforms and social media.

Credits:
Agency: TBWA\Media Arts Lab Los Angeles 
Director: Megaforce 
Production Company: Iconoclast Content
VFX: Electric Theater Collective (ETC) 
Animation: Analog Studio 
Audio Mix: Lime Studios 
Editing: Final Cut LA Inc.
Director of Photography: Matias Boucard
Music: Des’ree, You Gotta Be