Apple's paean to perseverance
Apple's new campaign for Mac continues the Great Ideas Start Here platform and celebrates the sometimes challenging, often messy but always fruitful quality of perseverance.
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Credits
View on- Agency TBWA\Media Arts Lab/Los Angeles
- Production Company SMUGGLER/USA
- Director rubberband.
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Credits
View on- Agency TBWA\Media Arts Lab/Los Angeles
- Production Company SMUGGLER/USA
- Director rubberband.
- Editing Cabin Edit/Los Angeles
- Post Production Pariah VFX & Post
- DP Maximilian Pittner
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency TBWA\Media Arts Lab/Los Angeles
- Production Company SMUGGLER/USA
- Director rubberband.
- Editing Cabin Edit/Los Angeles
- Post Production Pariah VFX & Post
- DP Maximilian Pittner
Created by TBWA\Media Arts Lab Los Angeles and directed by rubberband. [aka Jason Sondock and Simon Davis] through SMUGGLER, Apple's new film celebrates the journey to a great idea.
Featuring an array of students across the globe, each dragging files to the trash, saving multiple versions of their work and deleting every slide from a Keynote presentation, the spot is an ode to hard work, determination and trust in a good idea. The 90-second spot celebrates the messy but rewarding process of iteration, with Mac as the tool built to handle it all.
Set to I've Got This All Under Control by Willow Kayne, the campaign leans into the tension students everywhere know all too well and features the MacBook Air and MacBook Pro.
