Apple’s latest global campaign, ‘Great Ideas Start on a Mac,’ pays tribute to the blank page, a moment when possibility begins. Directed by Academy Award nominee Mike Mills and narrated by the late Dr Jane Goodall, the film opens on a blinking cursor before unfolding into a collage of creators, artists, scientists, designers and entrepreneurs, all turning ideas into reality on their Mac.
Among them are ocean engineer Bruce Strickrott, fashion designer Ruchika Sachdeva, activist Alice Wong and robotics team 1X Technologies, each using Macs to explore, design and innovate. Their stories highlight how the device serves not just as a tool but as the starting point for meaningful creation.
Set to an original score by Emile Mosseri, the campaign is launching globally across broadcast, digital and out-of-home.
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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
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