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

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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.



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