Mac Film Bulbs by TBWA\Media Arts Lab Los Angeles

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Industry Laptops, Netbooks, Tablets
Media Film
Market United States
Agency TBWA\Media Arts Lab Los Angeles
Chief Creative Officer Duncan Milner
Associate Creative Director Kako Mendez, Robbin Ingvarsson
Creative Director Arnau Bosch
Senior Art Director Diogo Valim, Laura Niubo
Copywriter Nick Finney
Senior Copywriter Bruno Barbieri, Heather Larimer
Production MJZ
Director Juan Cabral
Released October 2016


Cannes Lions 2017
Film Craft Film Craft: Editing Bronze Lion
Film Craft Film Craft: Production Design / Art Direction Bronze Lion

Credits & Description

Agency: Tbwa\Media Arts Lab
Client: Apple
Music Director: Peymon Maskan
Music Supervisor: Josh Marcy
Media Agency: Omd Worldwide
Chief Creative Officer: Duncan Milner
Associate Creative Director: Kako Mendez
Associate Creative Director: Robbin Ingvarsson
Senior Art Director: Diogo Valim
Senior Art Director: Laura Niubo
Senior Copywriter: Bruno Barbieri
Senior Copywriter: Heather Larimer
Global Director of Content Production: Eric Voegele
Agency Producer: Jennifer Weinberg
Agency Producer: Dave Lambert
Agency Producer: Maria Leon
Agency Producer: Josh Jacobs
Agency Producer: Chelsea Larner
Agency Producer: Gabby Kreutter
Copywriter: Nick Finney
Group Creative Director: Jesse Gazzuolo
Group Creative Director: Chuck Monn
Creative Director: Arnau Bosch
Director: Juan Cabral
Producer: Mark Hall
Production Company: Mjz
“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.