My first job on the biggest brand in the world, I was excited to say the least. Over an 12 month period we searched high and low across the web to find real world examples of Australian artists using Macbooks to create their work. From The Kid Laroi, to Flex Mami, Jimmy Barnes and Troy Sivan, our internet research skills became somewhat expert. But the job wasn't done once we found the image, we then had to contact each artist and invite them to be a part of Australia's first Behind The Mac campaign, which luckily when you're calling on behalf of Apple, is normally a pretty smooth conversation. 

We then took it a step further by celebrating the specific towns and suburbs these artists were from, flying all across the country searching for the perfect billboard and outdoor space for each artist. A hugely rewarding campaign when the talent themselves organically share their own billboards out of pure excitement. Across TV, Socials, Outdoor and Retail we celebrated over 25 Australian artists work with pride, creating Australia's most successful Macbook campaign to date.