Apple Created an Ode to the Trials and Triumphs of Creating on a Mac

Joy in the process

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Creativity can be messy. The path to making that song, film—thing—is fraught. However, Apple, since introducing the Macintosh in 1984 (you remember the commercial, right?), has democratized the process of making cool things and pushed the boundaries of what creativity can do to impact the world.

In the brand’s latest campaign, “Behind the Mac,” we see a full spectrum of creators. They eagerly begin the creative process, facing inherent challenges, and, at the end of the 60-second film, become triumphant and satisfied with their creations and achievement.



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