TBWA\Media Arts Lab continues to embed Apple’s Mac in college life with a new film for the Great Ideas Start Here platform, that focuses on college students.

Underscored by music, the edgy commercial directed by rubberband., the duo of Jason Sondock and Simon Davis, takes a zag to celebrate the journey to a great idea – the messy but rewarding process, with Mac as the tool built to handle it all. It’s understanding of that process is perfect taking the viewer from angst to exhilaration palpably.

Set to I’VE GOT THIS ALL UNDER CONTROL by Willow Kayne, the campaign presents the tension students know all too well – the drive to push forward and own every challenge that comes with it.

Three additional films support the hero commercial, using graphic time lapses to highlight Mac features that make student life easier – super-fast AI performance that tears through tough assignments, up to 24 hours of battery life built for late-night studying, and iPhone Mirroring, which allows users to wirelessly interact with their iPhone directly from their Mac.

Great Ideas Start Here debuted last fall with a film narrated by the late Dr Jane Goodall. This film narrows the lens to creativity during a specific moment – students at the starting line, turning ambition into action. It features students from across the globe striving in a range of sectors – the next generation of engineers, business leaders, and STEM innovators – to launch their ideas the into an increasingly complex world.

The campaign launched May 11 in the US, shortly followed by international markets, including Canada, Mexico, the UK, France, and Germany. It will run across TV, YouTube, digital, social, and programmatic video.

Credits:
Agency: TBWA\Media Arts Lab 
Director: rubberband. (Jason Sondock & Simon Davis) 
Production Company: Smuggler 

Post-Production Company: Pariah 
Editing: Cabin
Director of Photography: Maximilian Pittner