Apple - Mac Pro commercial (fall 2013) feat. MUSE Supremacy
Apple approached TBWA\ Media Arts Lab. The client wanted to launch the new Mac Pro, a radically redesigned professional desktop. The challenge was to position it as the future of computing for creative professionals, highlighting its powerful, innovative, and futuristic cylindrical design. The brand needed to generate immense excitement and anticipation for its fall release, showcasing it as a groundbreaking departure from traditional desktops.
Creative Idea
Apple showed the Mac Pro's cylindrical design with intense music and industrial visuals.
Apple showcased the Mac Pro as a revolutionary, boldly designed computer by creating a dramatic, high-energy commercial that emphasized its futuristic, cylindrical black design. The campaign positioned the Mac Pro as a powerful, innovative professional desktop by using intense music and dynamic industrial imagery that portrayed the computer as a cutting-edge piece of technology unlike any previous desktop computer.
Creative Strategy Deconstructed
Company
Apple possessed the design-led audacity to completely re-engineer the desktop architecture into a radical, black cylindrical form factor that prioritized thermal efficiency and compact power.
Category
Professional workstations were typically bulky, beige or silver towers hidden under desks, focusing on utility and modularity over aesthetic appeal or industrial design innovation.
Customer
Creative professionals felt their high-end tools were stagnant and uninspired, desiring a workstation that felt as futuristic and powerful as the digital content they were creating.
Culture
A growing cultural fascination with 'dark mode' aesthetics and high-end industrial craftsmanship made the Mac Pro's sleek, polished finish feel like a luxury object.
Company
Apple possessed the design-led audacity to completely re-engineer the desktop architecture into a radical, black cylindrical form factor that prioritized thermal efficiency and compact power.
Category
Professional workstations were typically bulky, beige or silver towers hidden under desks, focusing on utility and modularity over aesthetic appeal or industrial design innovation.
Strategy:
Frame industrial power as a luxury design object to turn professional hardware into a symbol of creative status.
Customer
Creative professionals felt their high-end tools were stagnant and uninspired, desiring a workstation that felt as futuristic and powerful as the digital content they were creating.
Culture
A growing cultural fascination with 'dark mode' aesthetics and high-end industrial craftsmanship made the Mac Pro's sleek, polished finish feel like a luxury object.
Strategy:
Frame industrial power as a luxury design object to turn professional hardware into a symbol of creative status.
Strategy Technique
Break a Category Convention
The strategy was to boldly defy traditional desktop design norms. This positioned the Mac Pro as a groundbreaking departure, generating excitement.
Explore Technique
Creative Technique
Show the Future
The campaign dramatically portrayed the Mac Pro as the inevitable future of computing. It painted a vivid picture of innovation through futuristic design and high-energy visuals.
Explore Technique
