Apple
Apple
Apple
Apple
MacBook
MacBook
MacBook
MacBook
Client
Client
Apple
Apple
Year
Year
2015
2015
Role
Role
Creative Direction, Leadership, Ideation
Creative Direction, Leadership, Ideation
Format
Format
Digital, print
Digital, print
Partners
Partners
TBWA\Media Arts Lab
TBWA\Media Arts Lab
So thin it fit inside a page divider. Literally.
So thin it fit inside a page divider. Literally.
So thin it fit inside a page divider. Literally.
(01) The brief
(01) The brief
In 2015 Apple shipped its lightest, most compact Mac notebook ever. Not Pro. Not Air. Just MacBook.
In 2015 Apple shipped its lightest, most compact Mac notebook ever. Not Pro. Not Air. Just MacBook.
Lightness is something you feel. Hard to do on a screen.
Lightness is something you feel. Hard to do on a screen.
▶ Watch the film
F.01
F.01
MacBook
MacBook
TV spot
TV spot
(02) The idea
(02) The idea
Show what you can only feel by touching it.
Show what you can only feel by touching it.
Show what you can only feel by touching it.
Show what you can only feel by touching it.
Naming, product photography, OOH, keynote video and TV, with Jesse Gazzuolo (GCD), Apple’s marketing team and the engineers in Cupertino.
Naming, product photography, OOH, keynote video and TV, with Jesse Gazzuolo (GCD), Apple’s marketing team and the engineers in Cupertino.
(—) In one line
(—) In one line
The ad didn’t describe thin. It was thin.
The ad didn’t describe thin. It was thin.
The ad didn’t describe thin. It was thin.
The ad didn’t describe thin. It was thin.
Up next
Up next
Up next
Up next
Keep going ↓
Keep going ↓
(03) Contact
(03) Contact
Available for new projects
Available for new projects
hello@renatobraga.com
hello@renatobraga.com
hello@renatobraga.com