The start of college season can fill young heads with all sorts of worries. Starting things isn’t easy. Apple has stepped in to reassure students with the latest chapter of its global Mac platform, Great Ideas Start Here, this one for China.
The hero film is a montage of five students during the days just after exams when students have the headspace to start building something new. The film follows the students, who are studying journalism, robotics, industrial design, electronics and information engineering, and multimedia entertainment, as they navigate the fast-moving path from idea to execution – or from anxiety to reward, with Mac as their tool.
Three 15-second films go deeper on specific capabilities.
Apple silicon follows Li Yixuan, an electronics and information engineering major, as she moves between 3D rendering and AI coding to bring Emobird, her emotional support doll project, to life using Apple silicon on her MacBook Pro.
Continuity follows Wu Tianyu, an Intelligent Manufacturing and Robotics major, as he uses Universal Clipboard to copy an error message from his iPhone and paste it directly onto his MacBook Pro to debug his robotics app.
Battery follows Wang Yan, a Journalism major, as she moves across campus conducting interviews and capturing notes, with the exceptionally long-lasting battery life of MacBook Air keeping up wherever the day takes her.
Credits:
Agency: TBWA\Media Arts Lab, Shanghai
Production Company: Shooting Gallery Asia
Post-Production: Heckler Shanghai
Sound: Zoetic Shanghai
Music:
30s original music composing: Charles Monnet
3x15s library track: Universal Production Music
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