Apple's new 'Behind the Mac' campaign

Joanna Estrada
June 17, 2018

This time around Apple returns with four new ads that highlight the creatives who use its laptops. The campaign even includes a 1-minute spot that airs during the Federation Internationale de Football Association world cup, as well as social and display ads. As creativity and technology continue to evolve, the campaign sheds light on new ways Mac users can change the world.

The first video shows three different people using their Macs to create and express themselves.

The second focuses on music artist Grimes, who uses her Mac to write music, edit her videos and create artwork for her singles.

Andrew Dominik ("Killing Them Softly,") directed the spot, set to the music track "Story of an Artist" by Daniel Johnston. He founded SafeMotos which ensures "Africans do not have to choose between affordability and safety for their transport". Hall is a legally blind photographer, a teacher, and a disability advocate and lives in Santa Ana, California.

Bruce Hall: Has the MacBook improved my vision? The app connects passengers with safe motorcycle taxi drivers across Rwanda.

Other reports by Click Lancashire

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