Apple Used Found Footage to Show Hidden Glimpses of the World’s Most Creative Minds Hard at Work

Film stars Oprah Winfrey, Anna Wintour, Lin-Manuel Miranda and more

Lin Manuel Miranda behind his Mac. Apple
Headshot of Doug Zanger

There are times when simplicity is best. Unnecessary complexity can muddy the creative waters, especially when it comes to advertising and marketing. In the case of Apple, found imagery is a compelling way to convey how its products are ubiquitous among creatives in the brand’s new film, entitled “Make Something Wonderful.”

Ostensibly, the ad—supporting the brand’s launch of the new iPad Pro, Mac mini and MacBook Air—is a slideshow set to music a la iMovie from back in the day. But what makes this spot (another in the “Behind the Mac” series) so compelling and inspirational is the assemblage of star power.

Interspersed among everyday creators are veritable A-listers, including Oprah Winfrey, The Edge, Bono, Anna Wintour, Sir Paul McCartney, Lin-Manuel Miranda, Serena Williams, Dave Grohl and, delightfully, Kermit the Frog. The stars are featured hard at work, illustrating the product’s influence since its debut 34 years ago.

To further enhance the ad’s presence and profound simplicity, the sparse song “Shy” by Hauschka serves as an appropriate backdrop timed nicely with each passing photo, helping to stitch together a pleasing and easy-to-watch production.

In addition to the film, a Brooklyn out-of-home campaign spotlighted some of the borough’s creators, including rapper and 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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@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.
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