The Drum Awards Festival - Extended Deadline

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Client: Apple
Date: Oct 2018
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Apple unveiled the all-new iPad Pro, Mac mini, and MacBook Air at the ‘There’s More in the Making’ event at the Brooklyn Academy of Music in New York, which paid tribute to creativity. While new products are always a highlight at Apple events, the ‘Make Something Wonderful’ film reminded that creativity has the power to change the world.

The film pays homage to the Mac, a powerful tool for creative minds. Since its debut 34 years ago, the image of people hard at work behind their Mac computers is now ubiquitous in culture, from creative settings, to cafes, and on college campuses it has become an iconic symbol of creativity. The recent ad for Apple’s laptops, ‘Behind the Mac’ highlighted the faces of those makers who use the tool for their respective arts.

The latest film continues that push, but is comprised of found images, featuring photos of Oprah Winfrey, Dave Grohl, Damien Chazelle, Serena Williams, Timbaland, Malala Yousafzai, Karlie Kloss, Shawn Mendes and many more alongside everyday creators, each passionately at work behind their Mac. They range from Paul McCartney at work in his studio to Lin Manuel Miranda working on his laptop in costume in the theater to a silhouette of a man in a tent and a man and his camel on a sand dune, as well as Kermit the Frog at his laptop and Anna Wintour at hers.


Music: Shy by Hauschka