A very approach for Apple. Quiet, thoughtful, a tribute to possibility in a way that invites you in. A gentle call to everyone to make something wonderful.

The commercial by TBWA\Media Arts Lab begins a new global brand platform for Mac, celebrating that great ideas start from a blank page and a tribute to the Mac as the tool that helps bring it all to life. Great Ideas Start on a Mac, directed Academy Award–nominee, Mike Mills [20th Century Women], and narrated by the legendary late Dr Jane Goodall, is an ode to the endless possibilities that exist when you open your Mac.

The film features a vast range 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.

The campaign is running across YouTube, broadcast, out-of-home, and social platforms.

Credits:
Agency: TBWA\ Media Arts Lab
Director: Mike Mills
Production Company: MJZ
Director of Photography: Arseni Khachaturan
Post-Production Company: Pariah
Film Editing: Exile
Film Color: Trafik
Audio Post Production: Lime Studios
Composer & Music: Emile Mosseri