Working with TBWA Media Arts Lab London, I set out the motion language for the interactive experience.

Working with TBWA Media Arts Lab London, I set out the motion language for the interactive experience.

Working with TBWA Media Arts Lab London, I set out the motion language for the interactive experience.

Working with TBWA Media Arts Lab London, I set out the motion language for the interactive experience.

Working with TBWA Media Arts Lab London, I set out the motion language for the interactive experience.

Apple 

Apple 

Apple 

Apple 

Apple 

Behind the Mac

Behind the Mac

Behind the Mac

Behind the Mac

Behind the Mac

Apple’s Behind the Mac campaign highlights the role of Mac technology in facilitating the creative process. As part of the campaign, ‘Meet the Creators’ celebrates the UK’s creative talents by bringing together artists, designers, actors and musicians
– all working on Apple Macs.

The campaign flows through two pathways. In one, we aim to spark a general national pride by showcasing a range of UK culture makers. On the other, our focus is to capture and show creativity from a specific borough, proving that wherever you are, Mac lets you create.

Apple’s Behind the Mac campaign highlights the role of Mac technology in facilitating the creative process. As part of the campaign, ‘Meet the Creators’ celebrates the UK’s creative talents by bringing together artists, designers, actors and musicians
– all working on Apple Macs. 

The campaign flows through two pathways. In one, we aim to spark a general national pride by showcasing a range of UK culture makers. On the other, our focus is to capture and show creativity from a specific borough, proving that wherever you are, Mac lets you create.

Apple’s Behind the Mac campaign highlights the role of Mac technology in facilitating the creative process. As part of the campaign, ‘Meet the Creators’ celebrates the UK’s creative talents by bringing together artists, designers, actors and musicians – all working on Apple Macs.

The campaign flows through two pathways. In one, we aim to spark a general national pride by showcasing a range of UK culture makers. On the other, our focus is to capture and show creativity from a specific borough, proving that wherever you are, Mac lets you create.

Apple’s Behind the Mac campaign highlights the role of Mac technology in facilitating the creative process. As part of the campaign, ‘Meet the Creators’ celebrates the UK’s creative talents by bringing together artists, designers, actors and musicians – all working on Apple Macs.

The campaign flows through two pathways. In one, we aim to spark a general national pride by showcasing a range of UK culture makers. On the other, our focus is to capture and show creativity from a specific borough, proving that wherever you are, Mac lets you create.

Apple’s Behind the Mac campaign highlights the role of Mac technology in facilitating the creative process. As part of the campaign, ‘Meet the Creators’ celebrates the UK’s creative talents by bringing together artists, designers, actors and musicians – all working on Apple Macs.

The campaign flows through two pathways. In one, we aim to spark a general national pride by showcasing a range of UK culture makers. On the other, our focus is to capture and show creativity from a specific borough, proving that wherever you are, Mac lets you create.

Setting the direction

Setting the direction

Setting the direction

Setting the direction

Setting the direction

The hero film

The hero film

The hero film

The hero film

The hero film

The film wanted to evoke the message of Apple’s Think Different campaign, which paid homage to misfits, rebels, troublemakers who changed the world, from their workspaces. All of the images are found photographs. None of the imagery was specifically shot for the advert.

The film wanted to evoke the message of Apple’s Think Different campaign, which paid homage to misfits, rebels, troublemakers who changed the world, from their workspaces. All of the images are found photographs. None of the imagery was specifically shot for the advert.

The film wanted to evoke the message of Apple’s Think Different campaign, which paid homage to misfits, rebels, troublemakers who changed the world, from their workspaces. All of the images are found photographs. None of the imagery was specifically shot for the advert.

The film wanted to evoke the message of Apple’s Think Different campaign, which paid homage to misfits, rebels, and troublemakers who changed the world, from their workspaces. All of the images are found photographs. None of the imagery was specifically shot for the advert.

The film wanted to evoke the message of Apple’s Think Different campaign, which paid homage to misfits, rebels, and troublemakers who changed the world, from their workspaces.

All of the images are found photographs. None of the imagery was specifically
shot for the advert.

The experience

The experience 

The experience

The experience

The experience

Meet the Creators

Meet the Creators

Meet the Creators

Meet the Creators

Meet the Creators

When we first concepted our interactive piece, we didn't think of the hero film as a separate element. A detached player that worked just as a nice intro, would have created an extra step for our users. So, we started designing the experience as an integral part of our narrative, putting our creators' stories centre stage, and let users switch between the video and gallery. 

When we first concepted our interactive piece, we didn't think of the hero film as a separate element. A detached player that worked just as a nice intro, would have created an extra step for our users. So, we started designing the experience as an integral part of our narrative, putting our creators' stories centre stage, and let users switch between the video and gallery.

When we first concepted our interactive piece, we didn't think of the hero film as a separate element. A detached player that worked just as a nice intro, would have created an extra step for our users. So, we started designing the experience as an integral part of our narrative, putting our creators' stories centre stage, and let users switch between the video and gallery.

When we first concepted our interactive piece, we didn't think of the hero film as a separate element. A detached player that worked just as a nice intro, would have created an extra step for our users. So, we started designing the experience as an integral part of our narrative, putting our creators' stories centre stage, and let users switch between the video and gallery.

When we first concepted our interactive piece, we didn't think of the hero film as a separate element. A detached player that worked just as a nice intro, would have created an extra step for our users. So, we started designing the experience as an integral part of our narrative, putting our creators' stories centre stage, and let users switch between the video and gallery.

We tested numerous prototypes from low to high fidelity, ensuring that the simplicity of the campaign was equal to an effortless experience. The key was to show, not tell, Mac's ability.

We tested numerous prototypes from low to high fidelity, ensuring that the simplicity of the campaign was equal to an effortless experience. The key was to show, not tell, Mac's ability.

We tested numerous prototypes from low to high fidelity, ensuring that the simplicity of the campaign was equal to an effortless experience. The key was to show, not tell, Mac's ability.

We tested numerous prototypes from low to high fidelity, ensuring that the simplicity of the campaign was equal to an effortless experience. The key was to show, not tell, Mac's ability. 

We tested numerous prototypes from low to high fidelity, ensuring that the simplicity of the campaign was equal to an effortless experience. The key was to show, not tell, Mac's ability.

Shazam, now integrated feature of iOS, opened up new possibilities for us. The new Music Recognition feature helped us to identify the track Imagination by Labrinth, and linking it to an Apple Music Super Room, where talents explain how their Macs enabled them to express their individuality. 

Shazam, now integrated feature of iOS, opened up new possibilities for us. The new Music Recognition feature helped us to identify the track Imagination by Labrinth, and linking it to an Apple Music Super Room, where talents explain how their Macs enabled them to express their individuality.

Shazam, now integrated feature of iOS, opened up new possibilities for us. The new Music Recognition feature helped us to identify the track Imagination by Labrinth, and linking it to an Apple Music Super Room, where talents explain how their Macs enabled them to express their individuality.

Shazam, now integrated feature of iOS, opened up new possibilities for us. The new Music Recognition feature helped us to identify the track Imagination by Labrinth, and linking it to an Apple Music Super Room, where talents explain how their Macs enabled them to express their individuality. 

Shazam, now integrated feature of iOS, opened up new possibilities for us. The new Music Recognition feature helped us to identify the track Imagination by Labrinth, and linking it to an Apple Music Super Room, where talents explain how their Macs enabled them to express their individuality.

Extending the campaign

Extending the campaign

Extending the campaign

Extending the experience

Extending the campaign

Apple Store

Apple Store

Apple Store

Apple Store

Apple Store

We extended the design language across all channels.
Print and takeovers in Apple Stores allowed the campaign
to spread to more than 57 regional towns and cities, sparking huge interest among the viewers, keen to learn more about
both the creators and Mac. 

We extended the design language across all channels. Print and takeovers in Apple Stores allowed the campaign to spread to more than 57 regional towns and cities, sparking huge interest among the viewers, keen to learn more about both the creators and Mac.

We extended the design language across all channels. Print and takeovers in Apple Stores allowed the campaign to spread to more than 57 regional towns and cities, sparking huge interest among the viewers, keen to learn more about both the creators and Mac.

We extended the design language across all channels. Print and takeovers in Apple Stores allowed the campaign to spread to more than 57 regional towns and cities, sparking huge interest among the viewers, keen to learn more about both the creators and Mac.

We extended the design language across all channels. Print and takeovers in Apple Stores allowed the campaign to spread to more than 57 regional towns and cities, sparking huge interest among the viewers, keen to learn more about both the creators and Mac. 

Showcasing local talents

Showcasing local talents

Showcasing local talents

Showcasing local talents

Showcasing local talents

Where creativity happens

Where creativity happens

Where creativity happens

Where creativity happens

Where creativity happens

The second part of the campaign was about discovering talents from a specific area. Working closely with the TBWA team, we created relevant ads and interactive takeovers, flexible enough for different formats based upon a user’s location. From animation in Bristol, fashion in Wales, to coding in South London – we brought the best of UK creativity right into the nation’s social feeds.

The second part of the campaign was about discovering talents from a specific area. Working closely with the TBWA team, we created relevant ads and interactive takeovers, flexible enough for different formats based upon a user’s location. From animation in Bristol, fashion in Wales, to coding in South London – we brought the best of UK creativity right into the nation’s social feeds.

The second part of the campaign was about discovering talents from a specific area. Working closely with the TBWA team, we created relevant ads and interactive takeovers, flexible enough for different formats based upon a user’s location. From animation in Bristol, fashion in Wales, to coding in South London – we brought the best of UK creativity right into the nation’s social feeds.

The second part of the campaign was about discovering talents from a specific area. Working closely with the TBWA team, we created relevant ads and interactive takeovers, flexible enough for different formats based on a user’s location.

From animation in Bristol, and fashion in Wales, to coding in South London – we brought the best of UK creativity right into the nation’s social feeds.

The second part of the campaign was about discovering talents from a specific area. Working closely with the TBWA team, we created relevant ads and interactivem  takeovers, flexible enough for different formats based upon a user’s location.
From animation in Bristol, fashion in Wales, to coding in South London – we brought the best of UK creativity right into the nation’s social feeds.

Inspiring snaps and graphic moments to show the talents who pursued their passions in contrast with disruptive typography to represent the ground-breaking visionaries, who introduced new ideas and re-wrote the rules of design and fashion.

Inspiring snaps and graphic moments to show the talents who pursued their passions in contrast with disruptive typography to represent the ground-breaking visionaries, who introduced new ideas and re-wrote the rules of design and fashion.

Inspiring snaps and graphic moments to show the talents who pursued their passions in contrast with disruptive typography to represent the ground-breaking visionaries, who introduced new ideas and re-wrote the rules of design and fashion.

Inspiring snaps and graphic moments to show the talents who pursued their passions in contrast with disruptive typography to represent the ground-breaking visionaries, who introduced new ideas and re-wrote the rules of design and fashion.

Inspiring snaps and graphic moments to show the talents who pursued their passions in contrast with disruptive typography to represent the ground-breaking visionaries, who introduced new ideas and re-wrote the rules of design and fashion.

Large-format billboards, and wild-postings, position the work in locations that are contextually relevant to the creators, resulting in an unmissable presence that establishes how Mac enabled them to do their best work.

Large-format billboards, and wild-postings, position
the work in locations that are contextually relevant to
the creators, resulting in an unmissable presence
that establishes how Mac enabled them to do their
best work.

Large-format billboards, and wild-postings, position the work in locations that are contextually relevant to the creators, resulting in an unmissable presence that establishes how Mac enabled them to do their best work.

Large-format billboards, and wild-postings, position the work in locations that are contextually relevant to the creators, resulting in an unmissable presence that establishes how Mac enabled them to do their best work.

Large-format billboards, and wild-postings, position the work in locations that are contextually relevant to the creators, resulting in an unmissable presence that establishes how Mac enabled them to do their best work.

Creativity goes on

Creativity goes on

Creativity goes on

Creativity goes on

Creativity goes on

The BTM project was the first one at Apple that required working from home in response to the Covid-19 coronavirus outbreak. This campaign has inspired organic conversations within UK communities around the role of creativity and helped restore some national pride in the creative arts at a time when it is sorely needed. 

The BTM project was the first one at Apple that required working from home in response to the Covid-19 coronavirus outbreak. This campaign has inspired organic conversations within UK communities around the role of creativity and helped restore some national pride in the creative arts at a time when it is sorely needed.

The BTM project was the first one at Apple that required working from home in response to the Covid-19 coronavirus outbreak. This campaign has inspired organic conversations within UK communities around the role of creativity and helped restore some national pride in the creative arts at a time when it is sorely needed.

Large-format billboards and wild-postings position the work in locations that are contextually relevant to the creators, resulting in an unmissable presence that establishes how Mac enables them to do their best work.

The BTM project was the first one at Apple that required working from home in response to the Covid-19 coronavirus outbreak. This campaign has inspired organic conversations within UK communities around the role of creativity and helped restore some national pride in the creative arts at a time when it is sorely needed. 

"Apple's new ad campaign is a timely celebration of the UK’s creative industries."

“Apple's new ad campaign is a timely celebration of the UK’s creative industries.”

“Apple's new ad campaign is a timely celebration of the UK’s creative industries.”

“Apple's new ad
campaign is a timely
celebration of the UK’s
creative industries.”

“Apple's new ad
campaign is a timely
celebration of the UK’s
creative industries.”

Creative Review 

Creative Review

Creative Review

Creative Review

Creative Review