An inspiring film that dares students to think differently and test their limits Behind the Mac.
The film directed by cinematographer and director Ellen Kuras highlights the various ways creators use the Mac. From podcasts to programming, photography to fashion design, college students around the world are doing more than ever outside the classroom. In this campaign, we see how the next generation is pursuing their creative passions and testing the impossible Behind the Mac.
Narrated by English author Neil Gaiman the film was highlighted on Apple.com, owned channels, and through paid media targeted to get students to purchase a Mac when heading back to college.
Behind the Mac
We shot iconic visuals with our cast of students with Joey L. that was placed throughout Apple owned channels on social and digital.