Photo source: Apple
Apple has launched a new global brand platform for Mac that highlights how every great idea begins with a blank page. The campaign’s centerpiece film, directed by Oscar-nominated filmmaker Mike Mills (20th Century Women) and narrated by the late Dr. Jane Goodall, serves as a poetic tribute to creativity, imagination, and the endless possibilities unlocked by Mac. Developed by TBWA\Media Arts Lab, the spot positions Mac as the ultimate tool for turning inspiration into reality, celebrating the moments when innovation starts from nothing but potential.
“Every story you love, every invention that moves you, every idea you wished was yours, all began as nothing,” Goodall says. “Just a flicker on a screen, asking a simple question: ‘What do you see?’”
The film opens with a simple yet powerful image, the iconic blink of the Mac cursor against a blank white screen, symbolizing infinite creative possibility. From that moment of quiet anticipation, the story unfolds through a series of intimate, documentary-style scenes capturing real people in the act of creating.
The film showcases a diverse group of artists, creators, entrepreneurs, musicians, filmmakers, and scientists immersed in their creative journeys, intercut with glimpses of the remarkable outcomes that began on their Mac computers. Among them are Bruce Strickrott, an ocean engineer capturing the mysteries of the deep sea; Ruchika Sachdeva, acclaimed fashion designer and founder of Bodice; Alice Wong, disability rights advocate and founder of the Disability Visibility Project; and the visionary team behind AI and robotics innovator 1X Technologies. Together, they embody the limitless potential of human creativity, and how Mac continues to power it.
“Every great idea starts from nothing – a blank canvas. And there is something about the blank screen of a Mac that has given birth to so many famous, world-changing ideas across countless fields and disciplines. From business to art to music to film to apps to science and everything in between, great ideas start on Mac,” Tor Myhren, Apple’s vice president of marketing communications, told ADWEEK.
