Apple: Behind the Mac by TBWA

Apple has launched a new campaign in Japan that turns the spotlight on the inspiring real-life creative efforts of college students.

The campaign, called “Behind the Mac” and created by TBWA\Media Arts Lab, is timed to coincide with Japanese students going back to school after the winter break, the series of films were specifically created to inspire Japanese students to see the endless possibilities in their creativity.

The films spotlight the creative accomplishments of Fuma Higashide, a creator developing easy-to-use robotics available to everyone regardless of any disabilities and Shoko Ryuzaki, an entrepreneur who created a series of “social hotels” that aim to connect visitors to the local people and cultures.

It also showcases Shingo Inagaki, a treehouse designer who delivers the pure joy of playing in nature to children, and Mom, a student musician aiming to democratize the music creation process using his Mac.

Each story gives a first-hand perspective of students’ creative aspirations to change the world with their creations.