Apple has released two new films to show off the expanded capabilities of its new Apple MacBook Air and Pro models.
Created by TBWA\Media Arts Lab, the new ads sit within the broader ‘Great Ideas Start Here’ creative platform, which showcases Apple’s latest Mac lineup and its newest in-house chips.
The Legendary late Nigerian musician Fela Kuti sound tracks the ‘TABS’ commercial.
We follow a user’s journey through tabs, activities, work, and actions, switching to a zoomed-in shot of the user’s smirk before returning to the MacBook Air, which begins to levitate in tandem with the ‘Air’ typography.
The second film was directed by François Rousselet features an original jazz score by Grammy-winning composer Antonio Sánchez. Called ‘Best Performance Yet’, the film is about finding your flow with the extra power of the MacBook Pro.
Launching across digital and social globally, the films target the breadth of everything running at once, along with the depth that comes from users doing their best work.
