To change the perception of MacBook among non-creatives, we brought Apple's "Behind the Mac" campaign to TikTok, showcasing unique MacBook uses while mirroring the platform's duet feature.
:60 Creator Led TikToks
Our Campaign launched with breakout musician PinkPantheress (2.8M) and collaborator Cash Cobain, just days after the release of the album Heaven Knows.
Top commenters were impressed, inspired, and unbothered by brand presence.
Original video 490.4K likes 2224 comments
Following launch, we dropped 3 additional videos from popular creators who use their Mac across creative, STEM, and business.
Creating a TikTok filter on Mac with @lauragouillon
Original video 72.7K likes 596 comments
Inventing on Mac with @unnecessaryinventions
Inventing with @unnecessaryinventions
Original video 127.8K likes 1062 comments
Running a business on Mac with @bossupcosmestics
Inventing with @unnecessaryinventions
Original video 269.2K likes 3662 comments
I helped bring this to life with junior art director Lauren Dykes
under the creative direction of Tobias Lindborg, Felix Karlsson, and Lucia Orlando
at the agency TBWA\ Media Arts Lab.