Apple Lovingly Captures the Ways Creativity Is Flourishing in Quarantine

The new ad was created in a whirlwind 2 weeks

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Steve Jobs once said, “Creativity is just connecting things.” Specifically, he was celebrating how a diverse array of experiences can fuel the creative process. Without “enough dots to connect,” Jobs felt, your thinking becomes too linear. Too isolated.

So what happens when almost all our traditional connections are severed by a global quarantine? Does creativity stagnate?

Jobs would be glad to know that, far from withering, creativity has thrived through the growth of new connections—often fueled by the devices and tools created by his company.

In the brand’s newest ad, a lovely and minimalist celebration of life in quarantine, Apple and agency TBWA\Media Arts Lab bring together real footage of families, creators and celebrities around the world.



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