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Apple takes a look at celebrities ‘Behind the Mac’ using found footage images


By Kyle O'Brien, Creative Works Editor

October 30, 2018 | 3 min read

Apple is a full-color brand, but a film full of black and white images of celebrities like Paul McCartney and Serena Williams is making a mark for the tech brand as it rolls out more new products.

Lin Manuel Miranda

Lin Manuel Miranda 'Behind the Mac'

The company just 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 tinkering 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.

The piano song, Shy, by Hauschka highlights the pensive visages of the creators.

Surrounding the event, a bespoke out of home campaign canvased the streets of Brooklyn, spotlighting Brooklyn-based creators behind their Macs including: producer RZA, artist KAWS, publisher Julia Moak, AI visionary Stephanie Dinkins, entrepreneur Samantha John, podcaster Erin Bagwell and hip-hop artists Flatbush Zombies.

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