Apple Users Find Their Work Rhythm With New MacBooks

More musically driven than most Apple ads, which is saying something

A pair of ads timed to the launch of Apple’s latest MacBook Air and MacBook Pro rock the tech giant’s “Great Ideas Start here” platform.

In “Best Performance Yet,” people in varying industries find the perfect rhythm in their work flow. Directed by François Rousselet, and using a jazz score by composer Antonio Sánchez, the keystrokes of a coder, writer, director and scientist trigger musical notes.

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“Tabs” raised our heart rate with its uber-cluttered screen. Yet, we learn that multitasking on the MacBook Air and toggling between different tabs isn’t so scary. This ad features Fela Kuti’s “Let’s Start” on the soundtrack.

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The campaign, from TBWA\Media Arts Lab, is running globally on digital and social platforms.

CREDITS
“Tabs”
Brand/Client: Apple
Agency: TBWA\Media Arts Lab 
Production, Editorial, Finishing: BUCK
DOP: Alexis Zabé
Color: Tyler Roth, Company 3
Sound Design, Mix: Matt Kieth, Barking Owl
Music Editorial: Model Citizen
Music: Fela Kuti – “Let’s Start”

“The Best Performance Yet” 
Brand/Client: Apple
Agency: TBWA\Media Arts Lab
Director: Francois Rousselet
Production Company: Division Global
DOP: Christopher Ripley
Editorial: Cabin Editorial
Original Score: Antonio Sanchez
Film color: Ethos
VFX + Post Finishing: Pariah Creative
Sound Engineer/Audio Mix: Lime Studios