ABOUT

The launch of the new M1 chip changed the brains of the MacBook Air, MacBook Pro, and Mac mini but we needed to remind people that Mac’s soul remained the same—an incredible tool allowing people from all walks of life to create greatness. In a global pandemic where spirits were low, the film had to truly inspire and make people believe they could achieve greatness on a Mac. As we launched the most innovative Mac ever made, we knew we needed to match the product’s iconic greatness with the iconic people who define greatness behind the Mac. We were living in a time of searing uncertainty and political upheaval — a time when people desperately wanted to be heard and needed so much to change. We knew we needed to meet this moment with the kind of language it deserved. As the language of change, poetry allowed us to speak to and with people who have felt unseen and unheard. Combining those words with editorial imagery of some of the world’s greatest changemakers using Mac in their own work drew a connection — change is possible and Mac has always been a tool of change. Our hope was to remind everyone who viewed this film that everyone has the power to make greatness happen.