Mac: Bulbs [60 sec]

Credits & Description:

Agency: Tbwa\Media Arts Lab / Los Angeles
Client: Apple
Category: Technology Hardware - Electronics / Computers / Business Equipment / Mobile Phones
Art Director: Diogo Valim
Chief Creative Officer: Duncan Milner
Creative Director: Arnau Bosch / Robbin Ingvarsson / Kako Mendez / Heather Larimer
Production Company: Mjz / Los Angeles
Director: Juan Cabral
Producer: Mark Hall
Agency Producer: Eric Voegele / Jennifer Weinberg / Dave Lambert / Maria Leon / Josh Jacobs / Chelsea Larner / Gabby Kreutter / Jen Arwatchanakarn
Creative Team: Nick Finey / Laura Niubo / Bruno Barbieri
Executive Creative Director: Jesse Gazzuolo / Chuck Monn
Media Company: Omd Worldwide / Los Angeles
Music & Sound: Peymon Maskan / Josh Marcy
Synopsis:
“Bulbs” is an epic visual ride through all mankind’s ideas. The journey is twofold. On one hand, the film takes us through an endless row of bursting bulbs, a representation of every idea ever had, since the dawn of man to date. Interspersed, flash cuts elucidate break-throughs of all kinds and sizes that pushed humanity forward. As the rapid trail of detonating bulbs enters a cave, where it all began, we’re introduced to the latest, most-advanced tool to work on the next world changing idea: the new MacBookPro, the tool for all the ideas to come.
Light bulbs trailing down the street represent the innovative ideas that have pushed the world forward since the beginning of time. Just as the wheel has progressed, so has our ability to communicate with tools, which brought us from cave writings, to calligraphy, to typewriters. Apple introduces a tool for all the ideas to come: the MacBook Pro.