Mac to School
The Ask:
Apple’s “Mac to School” campaign is built on a simple idea: no need for dramatics,
Mac makes things simple. The existing work shows how Mac features reduce friction in student life, but only scratches the surface of what those features can do.
How do we extend the campaign by introducing new features while staying true to its core idea, showing how Mac diffuses stress in the moments students feel it most?
Mac to School | “Spotted” | :35
CHARACTER 2:
CHARACTER 1:
SUPER:
LOGO:
STUDENT 1:
SUPER:
LOGO:
The Solution:
We extend the campaign’s tension and release structure by placing students in high-pressure, everyday scenarios where small moments feel overwhelming.
Each film builds that stress, then resolves it instantly through a single feature,
Spotlight or Split View.
By maintaining the campaign’s tone while expanding its feature set, we reinforce that Mac isn’t just helpful, it’s reliably simple in the moments that matter most.
Copywriting/Art Direction: Wesley Chen
Copywriting/Art Direction: Zoe Baumann
The scene opens with a clock above a café door reading “11:58 am”; a bell chimes as the door opens. Inside, there are sounds of coffee brewing: water heating, milk steaming, and dishes clanking.
Two friends are seated at a table in a moody, dark-academia café, each with a latte by their side and an open Macbook before them. The background shows a barista making coffee behind the counter.
CHARACTER 1:
What’s the file name again?
It’s just project underscore presentation.
Character 2 looks over to see Character 1’s disaster of a desktop—files and folders overlapping in a complicated mess.
The sounds of making coffee slowly get louder, reflecting Character’s 2 face as it contorts with anger.
CHARACTER 2:
Are you kidding me?! We have one minute to get this in before it’s late! There is no way you are going to find the file in time! I can’t believe I trusted you with the assignment just for you to lose it-
The sounds of steaming milk get louder and louder, mirroring Character 2’s enraged rant. But both are cut short as the barista takes the milk off the steamer, and as Character 2 sees Character 1 pull up Spotlight Search—finding the assignment with ease.
CHARACTER 1:
It’s a Mac. You can just use Spotlight search to find anything in seconds.
Character 1 drops the file into a submission box and gets the assignment in on time. The tense sound effects ease into gentle background noise.
Whew! Alright, see you in class.
Character 1 snaps her Mac shut and stands to leave. Character 2 stares at the table in silence. She takes a sip of her coffee.
Spotlight Search
Mac to School
Apple Logo
Mac to School | “Spliced” | :35
Two students sit next to each other in a packed lecture hall. Student 1 has a closed macbook in front of him, Student 2 jots notes in a notebook with rapt attention. The overhead lights are off and their faces are illuminated in a deep contrast by their professor’s slideshow that she clicks through. The light beams above them, flickering like an old film projector. Student 1 squints his eyes in an attempt to see the professor’s notes; he sighs and sits back in his chair, opening his Macbook.
Student 2 slowly turns to face his companion, his chair creaking and his eyes owlishly wide in horror. His face is cast in dramatic, chiaroscuro. He whispers in an increasingly panicked tone. The flickering of the lecture board reflected on his face picks up in intensity to mirror his anxiety.
STUDENT 2:
You forgot your glasses again? I told you today was the most important day of notes before the final! These equations are vital to even attempting a passing grade. You might have to retake the class! And lets not forget your GPA! What will you do when-
Student 2’s existential rambling is abruptly cut short when he sees Student 1 drop his notes onto another window displaying the professor’s slides, splitting his screen in two with each window now taking up half the screen.
It’s a Mac, I can just use split screen and look at the slides from here.
Student 1 carries on taking his notes as the flickering light of the lecture board calms.
Student 2 remains stunned for a moment before quickly shutting his still agape mouth and turning back to the front. After a brief pause, he sheepishly looks over to follow the lecture from Student 1’s conveniently close screen.
Split View
Mac to School
Apple Logo
