Real-life Mac visionaries sit behind their screens in Apple's tribute to creative users

Campaign will focus on Mac users around the world

Published On
Jun 14, 2018

Editor's Pick

Apple reinforces how the Mac remains the computer of choice for creative minds in its latest campaign, titled "Behind the Mac."

The anthem spot for the effort, seen here, stars 12 real-life Mac users pushing the boundaries of creativity from behind their computer screens. They include Peter Kariuki, an entrepreneur who created an app that is making the roads in Rwanda safer; music artist Grimes who creates her album artwork and is the sole writer and producer on her albums; and Bruce Hall, a photographer who has a permanent collection in the Library of Congress and is legally blind. More content can be found on the Apple website.

Andrew Dominik ("Killing Them Softly,") directed the spot, set to the music track "Story of an Artist" by Daniel Johnston.


Jun 15, 2018
Brand :
Director :
Andrew Dominik

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