Creative Director's Choice: Legwork's Aaron Ray on the animation that led to the iMac's resurgence

Designers have a long history with Apple. Chalk it up to their early advancements in desktop publishing, or revolutionizing computer-based editing – they established themselves as the obvious choice for the creative professional.

I clearly remember the moment I landed a job where I’d be working on a Mac. I had graduated from a 3D animation program, which unfortunately at the time was about making spaceships and explosions...on PCs. I was uninspired. So, my first job out of school (where I’d be working on a white iMac g4) was a dream come true. I was a real designer, and the iMac was the reason.

So, when did the love affair end? Cue the iPhone. There’s no denying it took the focus away from the Mac. Since 2007, we had seen a decline of updates to the Pro product line, for many users that meant jumping ship to the PC world.

In April of 2017 Apple admitted the lack of attention to its pro users. Eight months later, Apple released the iMac Pro, and with it six beautiful campaign films.

Each film, from selected filmmakers and motion studios, is a testament to the power of the iMac. ManvsMachine pushes the computer with their Inception-esque fractal architecture piece, while Imaginary Forces director Michelle Dougherty combines 4K live-action with graphical elements.

It’s Buck’s film that really hits home for me though. Using the studio’s entire arsenal of skills for their piece truly drives the idea that the iMac Pro can handle whatever you throw at it. The ability to explore techniques and adapt to various styles is necessary for production studios, and it’s exciting to see Apple release something relevant to how we work again.

To regain the trust of a consumer segment who’s already decided it’s over can’t be easy. What better way to show the pros that this is a product for them than by using the best-of-the-best to push the product to its limits? Now, can we negotiate that price tag?

Aaron Ray is founder and creative director at Legwork, a Denver-based, independent creative studio combining animation and technology for advertising, entertainment and education.

See the films by clicking on the Creative Works box below.

To see the latest creative ads and campaigns, visit The Drum’s Creative Works section. If you would like to feature a creative director in our Creative Director’s Choice, please contact Creative Works editor Kyle O’Brien.

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