The ask : we need imagery of people using Macs.
The answer came from a rabbit-holed journey of who, why and how. A creative exploration of what industries traditionally use Macs, why is Mac the tool of choice, and what is coming out of these use cases?
What I found was that regardless of career, age, race nor socio-economic standing, the Mac laptop was the common denominator of creativity, progression and change.
Behind the Mac - Make Something Wonderful
Emmy Nominated, Cannes Gold Lyon, One Show Silver, Clio Silver