Apple has introduced new MacBook Air and MacBook Pro models powered by the latest family of M5 chips, accompanied by two visually stylized films within its brand platform “Great Ideas Start Here”. The campaign uses rhythm, music and choreography of everyday digital actions to demonstrate the performance of the new devices, from intensive multitasking to professional creative work.
The first film, titled “Best Performance Yet”, focuses on the MacBook Pro line equipped with M5 Pro and M5 Max chips. The film is directed by François Rousselet, and the creative concept presents productivity as a musical performance in which the everyday sounds of working on a computer turn into instruments. As different professionals work on their laptops, every keystroke, trackpad touch or movement on the screen becomes part of an increasingly rich musical composition.
The sounds of typing, clicking and gestures gradually transform into a layered jazz composition created by Antonio Sánchez, a Grammy Award winner. In this way, the film visually and sonically conveys the idea that the power of the device enables a creative workflow without interruption.
The second film, “Tabs”, focuses on the MacBook Air and its ability to manage a large number of simultaneously open tasks. The spot follows a user navigating a dizzying number of open browser tabs, with each page becoming its own visual micro-world. The entire sequence follows the rhythm of the song “Let’s Start” by Nigerian musician Fela Kuti, turning window minimization, clicks and switching between tabs into an almost choreographed digital performance.
The creative structure of the film relies on the idea that the device can keep dozens of tasks in motion simultaneously without slowing down the rhythm of work. The latest MacBook Air includes the M5 chip and now comes standard with 512 GB of memory, while the new N1 wireless chip enables support for Wi-Fi 7 and Bluetooth 6, further emphasizing the focus on speed and connectivity.
Both films were developed by the agency TBWA\Media Arts Lab, the long-time creative partner of Apple. The campaign is being distributed globally through digital and social channels, continuing the communication platform that positions Mac as a tool for ideas, creativity and professional work.
