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Apple Debuts New "Behind the Mac" Ad Campaign

Exploring the creative process by artists like Grimes
Image via: Apple

Image via: Apple

Even if you're a self-avowed Windows user, you can still appreciate the artistry of Apple's captivating ads (one of the more recent examples being the Apple HomePod spot featuring British singer FKA Twigs). Apple's new "Behind the Mac" campaign goes behind the scenes to explore the process undertaken by a select group of creators, including Canadian chanteuse Grimes. In the first video, she writes and produces her music, edits her videos, and creates her album artwork on her MacBook. A second video shows how Peter Kariuki built an app that improves road safety in Rwanda, and a third reveals how legally blind photographer Bruce Hall is able to use harness his MacBook's accessibility features to see the world around him. A fourth video, set to the "Story of an Artist" by Daniel Johnston, functions as a recap of the featured three users, alongside a host of additional creatives. Check out all four videos below.