Apple’s final collab with Jane Goodall celebrates creativity’s first spark

Apple has unveiled its new global brand platform for Mac, “Great ideas start on Mac”, a tribute to creativity, possibility, and the first spark of inspiration.

The campaign was developed by TBWA\Media Arts Lab and directed by Academy Award–nominee Mike Mills. It marks the late Jane Goodall’s final collaboration with the brand, with the conservationist and author lending her voice to the film’s narration.

Opening with the blink of a cursor against a white screen, the film captures how the Mac has become the starting point for countless world-changing ideas.

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It spotlights real creators across diverse disciplines, from Bruce Strickrott, chief pilot of the Alvin submersible, who has documented deep-sea discoveries on Mac since 1996; to Ruchika Sachdeva, founder of Indian fashion label Bodice; to disability rights activist Alice Wong, who uses Mac’s accessibility features daily as a nonspeaking person. Also featured is 1X Technologies, the team behind humanoid robot NEO, designed to give people more time for what they love.

"Every story you love, every invention that moves you, every idea you wished was yours, all began as nothing. Just a flicker on a screen, asking a simple question, what do you see," Goodall said. The clip ends with the caption "great ideas start here". 

Through these stories, Apple aims to celebrate the Mac as a tool that not only powers creativity but also amplifies human potential, beginning, as always, from a single blank screen. 

Goodall, the famed ethologist and pioneer of the global conservation movement, recorded her narration before her passing earlier this month at the age of 91. She had previously featured in Apple’s iconic 1998 “Think different” campaign.

MARKETING-INTERACTIVE has reached out for more information. 

Apple is no stranger to emotive storytelling. Earlier this year, the brand released a Chinese New Year campaign titled "I made a mixtape for you”, shot entirely on the iPhone 16 Pro.

The film, directed by The Greatest Showman’s Michael Gracey with TBWA\Media Arts Lab Shanghai, follows a young man transported to the 1990s through a mixtape, a nostalgic journey that highlights the phone’s advanced camera and sound capabilities.

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