Apple’s latest Mac campaign inspires the world to start from a blank page
Apple has unveiled a new global brand platform for Mac celebrating that great ideas start from a blank page. Directed by Academy Award–nominee Mike Mills (20th Century Women) and narrated by the legendary late Dr. Jane Goodall, the film, created by TBWA\Media Arts Lab is an ode to creativity, possibility, and the power of Mac as the tool that brings ideas to life.
The spot opens with the familiar blink of the Mac cursor against a white screen, inviting the audience to see the potential of what could be. In that state of anticipation and inspiration, the film reveals a series of intimate visuals capturing real people in the act of creating. Artists, entrepreneurs, musicians, filmmakers, scientists, all shown mid-process, deep in discovery, alongside glimpses of the finished ideas that started on their Mac.
The film features a diverse collection of creators, each with their own story of bringing ideas to life on Mac. Among them: Bruce Stricklrott, the ocean engineer who has relied on Mac since 1996 to document deep-sea discoveries and present them to the world; Ruchika Sachdeva, the fashion designer who built Bodice, a modern brand for Indian working women that honors Indigenous designs of the past; Alice Wong, the disability rights activist who founded the Disability Visibility Project to amplify underrepresented voices; and the team at 1X Technologies, building helpful humanoids to give people more time for what they love. Each one starting from a blank screen, each one creating something that matters.
With Goodall’s poignant narration and an original score by Emile Mosseri (Minari), the campaign is a global call to imagination—reminding audiences everywhere that great ideas start here. Great ideas start on Mac.
Credits
Agency: TBWA\ Media Arts Lab
Director: Mike Mills
Production Company: MJZ
Director of Photography: Arseni Khachaturan
Post-Production Company: Pariah
Film Editing: Exile
Film Color: Trafik
Audio Post Production: Lime Studios
Composer/Music: Emile Mosseri