Apple has rolled out a campaign, ‘Great Ideas Start on Mac’, celebrating the power of possibility and the belief that every great creation begins with a blank page. The campaign serves as a tribute to inspiration, curiosity, and the Mac as the tool that brings ideas to life.

Conceptualised by TBWAMedia Arts Lab and directed by Academy Award–nominee Mike Mills, the campaign comprises an ad film.

Narrated by the late Jane Goodall, an English primatologist and anthropologist, the film opens on a blank MacBook screen with a flickering cursor marking the start of creation. From there, it unfolds into intimate vignettes of artists sketching, scientists experimenting, filmmakers editing, and designers building. It captures the spark, struggle, and breakthrough that define the creative process, with the Mac as a quiet companion throughout. Among those featured are ocean engineer Bruce Stricklrott, fashion designer Ruchika Sachdeva of Bodice, activist Alice Wong of the Disability Visibility Project, and the team at 1X Technologies, developing humanoid robots to free people for what they love. Each story begins the same way: with a blank screen and the courage to begin.

What we think about it:  The film is beautifully restrained, letting silence, imagery, and calm narration carry the emotion rather than product shots or overt messaging. It’s less about selling the Mac and more about honouring the universal moment when creation begins. Indeed, a rare kind of brand storytelling that feels genuinely human.

The campaign has been rolled out across social media platforms and OOH.