Apple's Mac Mini Springs to Life Through Handcrafted Claymation

And it's quite the multitasking character

Apple pumps up the Mac Mini to the max in a rollicking film that uses old-school creativity—namely, handcrafted claymation—to vividly illustrate the scope of the product’s functionality.

We watch the compact desktop unit morph into a robot, rocket ship, race-car, bodybuilder and more. Basically, the Mini becomes the lead character, a shape-shifter and digital collaborator primed to boost your creativity.

TBWA\Media Arts Lab developed the campaign with Blinkink and Stoopid Buddy Stoodios. Nicos Livesey directed.

The whimsical work lives at the intersection of human ingenuity and machine innovation. Each supports the other, delivering a holistic message that feels a world away from, say, Apple’s famously crushing misstep from a few years back.

Instead, it’s all about utility, served with a light touch powered equally by tech and collective craft. Those claws are exclusively for helping humans. We hope.

In this IG post, the flesh-and-blood project creators describe their process:

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“Pili Pili” by Polo & Pan provides a perky house-flavored soundtrack.

Related: Data Trackers Are Too Darn Clingy in Apple’s Privacy Spot