Apple on Thursday launched a new Mac-focused ad campaign. The new “Behind the Mac” ads feature a trio of creators that use Macs to “make something wonderful.” There are a total of four ads, three of them focus on a particular Mac user, while the fourth shows a variety of Mac owners using the Mac as a part of their creative process.
Legally blind photographer and disability advocate Bruce Hall tells how he uses his Mac and iPhone to help “see the things that always felt out of reach.” Selected pieces of Hall’s work is featured in the permanent collection of the U.S. Library of Congress.
Music artist Grimes discusses how she uses a Mac “from start to finish” to write all of her music, edit music videos, and create art for her songs.
Rwandan app developer Peter Kariuki is featured due to how he used the Mac to develop the SafeMotos app for connecting passengers with safe motorcycle taxi drivers. The app monitors motorcycle taxi drivers as they drive to “detect unsafe driving habits and help them become better drivers.”