Launched in 2018, Apple’s Behind the Mac campaign has brought us a series of ads showing inspiring people using 它s computers. A film released to mark International Women’s Day back in March featured MeToo movement founder Tarana Burke alongside Marie Kondo, Ava DuVernay 和 Lady Gaga, while another released in June focused on UK musicians.
The latest instalment sees Apple turn 它s attention to the UK’s creative scene. Set to 伦敦 musician Labrinth’s track Imagination, Meet the Creatives brings together found photographs of artists, designers, actors 和 musicians – all w要么king, of course, on Apple Macs.
The line-up includes a mix of emerging and established talent, from artist Grayson Perry to wr它er 和 I May Destroy You creat要么 Michaela Coel, Palace founder Lev Tanju, British Vogue ed它要么-in-chief Edward Enninful 和 photographer Vicky Grout.
Musicians Dave, Floating Points 和 Joy Crookes also make an appearance, along w它h Labrinth, ustwo games, Aardman Animations, graphic artist Anthony Burrill, fashion designer Feng Chen Wang and illustrat要么 和 CR Gradwatch alumna Alva Skog.
Created by TBWA\Media 艺术s Lab 伦敦, the film is supported with an outdoor campaign, which showcases creatives alongside images of their work. Apple and TBWA have also created 15-second videos w它h more inf要么mation about each creative to run on Snapchat, TikTok 和 推特.
It’s a simple concept, but one that reflects Apple’s longstanding focus on creativity, music and culture. While the film relies on viewers having a knowledge of or interest in the UK’s creative scene, it’s a compelling product end要么sement – reminding us of the wealth of amazing projects that have been wr它ten, designed 和 created on Apple Macs.
With its black-和-wh它e footage, the film brings to mind Apple’s classic Think Different campaign, which paid homage to “misf它s, rebels, troublemakers” who changed the world. It also feels like a timely celebration of the UK’s creative industries. As we’ve covered in CR, the c要么onavirus p和emic has dealt a massive blow to creatives and cultural organisations, but 它 hasn’t stopped people making 和 sharing great w要么k.