From robotics to treehouse design, the ‘Behind the Mac’ campaign highlights creative disciplines to inspire Japanese students
Apple’s new ‘Behind the Mac’ campaign for the Japanese market spotlights the inspiring real-life creative efforts of college students who are using their creativity to push the world forward from behind their Macs.
Launched in summer 2018, the global ‘Behind the Mac’ campaign has quickly become an iconic symbol of creators hard at work, representing the future of creativity and budding innovation to come.
Timed to coincide with back-to-school season, on February 22nd, the series of films were specifically created to inspire Japanese students to see the endless possibilities in their creativity. The campaign includes four digital films and one broadcast film.
The films spotlight the creative accomplishments of Fuma Higashide, a creator developing easy-to-use robotics available to everyone regardless of any disabilities; Shoko Ryuzaki, an entrepreneur who created a series of “social hotels” that aim to connect visitors to the local people and cultures; Shingo Inagaki, a treehouse designer who delivers the pure joy of playing in nature to children, and Mom, a student musician aiming to democratise the music creation process using his Mac. Each story gives a first-hand perspective of each student’s creative aspirations to make something wonderful.