Apple launches new MacBook Pro campaign ‘No Sweat’ via TBWA\Media Arts Lab, Los Angeles

October 31 2024, 12:25 pm | BY Ricki Green | No Comments

In a week packed with new Mac announcements Apple has just launched its latest campaign showcasing the powerful new MacBook Pro, now powered by the groundbreaking M4 family of chips. The campaign, created by TBWA\Media Arts Lab, brings to life Apple’s vision of peak performance with a playful twist.

 

The campaign titled “No Sweat” uses an inventive metaphor to capture the raw power of the M4, M4 Pro, and M4 Max chips. In a captivating display, a weightlifter—effortlessly spinning massive weights as if they were batons—demonstrates the seamless performance that the M4 chips bring to the MacBook Pro, even when handling the most demanding workloads.

Directed by the talented Megaforce, the ad also features narration by legendary Olympic figure skater Johnny Weir. This engaging visual story is set to Des’ree’s 30-year-old classic “You Gotta Be”.

The weightlifting sequences were coached by six-time world champion baton twirler Yvonne (Bonnie) Palacios and choreographed by Denna Thomsen. Shot by director of photography Matias Boucard, the visuals are enhanced with seamless VFX work by Electric Theater Collective (ETC) and intricate animations from Analog Studio, all expertly brought together by Iconoclast Content, Inc.

Learn more about MacBook Pro and M4 Chip features at apple.com/macbook-pro/

Agency: TBWA\Media Arts Lab, Los Angeles
Director: Megaforce
Production Company: Iconoclast Content, Inc.
VFX: Electric Theater Collective (ETC)
Animation: Analog Studio
Audio Mix: Lime Studios
Editing: Final Cut LA Inc.
Director of Photography: Matias Boucard
Music: Des’ree “You Gotta Be”