Apple: Behind The Mac

This is a commercial ad of Apple Mac. This commercial was released in June 2018 in United States. Under the title of “Apple: Behind The Mac”.

People with passion can change the world Behind The Mac. In this case, the people aren’t just random, but true artists, coders, musicians, producers, photographers and more. I wrote the tagline for this campaign. It took one hundred thirty-two tries before I got one that stuck. I also wrote a voice over for this spot, that wasn’t used. Instead, the chose a Daniel Johnston song to convey the idea.

It was done by TBWA\Media Arts Lab, Los Angeles advertising agency. And, this commercial was directed by Andrew Dominik.

Lyrics:
♬Listen up and I’ll tell a story
About an artist growing old
Some would try for fame and glory
Others aren’t so bold

The artist walks among the flowers
Appreciating the sun
He does this all his waking hours
But is it really so wrong?♬

Make something wonderful
Behind the Mac
Apple

The commercial song is “Story of an Artist” by Daniel Johnston. For those of you who like this song “Story of an Artist”, you can download it from Amazon or iTunes.

Apple: Behind The Mac
Client: Apple
Geo: United States
Released: June 2018
Advertising Agency: TBWA\Media Arts Lab, Los Angeles
Director: Andrew Dominik
Director of Photography: James Laxton
Editorial Company: Exile Edit
Editor: Shane Reid
Music: Story of an Artist by Daniel Johnston

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