Apple turns unmanned cameras on James Blake, Tyler Mitchell and more for latest 'Behind the Mac' ads

Apple's "Behind the Mac" campaign returns to explore the processes of famous creative figures, this time with spots filmed in quarantine. Black-and-white films directed by Smuggler's Miles Jay go into the homes of Grammy award-winning singer James Blake, photographer Tyler Mitchell, chef Samin Nosrat and architect Zhang Xi as they dive into their work. In one of the longer form films, Blake sits in his home studio creating an off-album track he composed and recorded during filming using Logic Pro X on his Mac. Filmed during quarantine, Jay and the production team captured Bake using an unmanned camera that documented him over a 24-hour period. (Blake also appears in a 30-second spot rehearsing his new single "Are you even real?") Another film follows the Brooklyn-based photographer Mitchell as he sets up a photo shoot in his apartment using found objects from his home, working with his Mac to complete the process of uploading, editing and finishing the shots. There's also a spot that captures the chef Nosrat, author of the book and show, “Salt Fat Acid Heat,” as she creates, tests and compiles new recipes for the book’s sequel, while architect Zhang Xi is filmed in her studio designing a new building in Switzerland. The campaign includes short and long-form films that will run across broadcast, digital and social. Previous "Behind the Mac" ads have featured the likes of Lady Gaga and Ava Duvernay, Kermit the Frog and even Japanese anime characters. The campaign has been running since 2018.

Apple turns unmanned cameras on James Blake, Tyler Mitchell and more for latest 'Behind the Mac' ads

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