To celebrate the 30th anniversary of the launch of the Macintosh, and just how far Apple's technology had come since then, we created this world first TVC. It was shot in just 36 hours, across ten countries, and entirely on iPhones.
It took a few dozen Media Arts Lab creatives to pull this off, and I was honoured to be one of them. As the project evolved, myself and my creative partner, Dimitri Kalagas, were also tasked with capturing the behind-the-scenes (BTS) of the production - in order to shine a light on the groundbreaking technical and logistical elements that were being powered by Apple technology.
At first, the BTS was regarded as simply a ‘nice to have.’ As it turned out, it rescued the whole thing. To cut a long story short, the TVC came very close to being shelved, just days before it was scheduled to air. At which point, the BTS that Dimitri and I had co-directed was shown to Apple’s CMO. Upon seeing how we'd managed to hero the Apple technology at the center of it all, he immediately changed his mind. And the extraordinary work that literally every MAL employee had put into the TVC was able to see the light of day.