CENTER was enlisted to help build Apple’s latest global campaign all about the way we work: Mac Does That. Through a series of 15-second videos, digital assets, and a library of global translations, we express what it feels like to work on a Mac: fast, fluid, powerful, and (dare we say) fun. We work on Macs every day—so we took clues from interface motions that help make our working lives easier. From opening files, to switching between apps, to the magic of Touch ID, our motion design principles celebrate the moments that make MacOS so intuitive from the moment you boot up for the very first time.

As a designer on the team, I contributed extensive research, storyboards, motion tests, animations, and static advertisements for the campaign. This project was designed with CENTER.

Creative Direction
Alex Center

Design Direction
Andrew Galloway

Art Direction
Esteban Cardona Jiménez

Copywriting
Jordan Pories

Motion
Joe Wright, Forrest Huu Ta, Diego Salinas, Nick Carpenter, Brooke Pathakis

Editing
John Vallance, Robert Lopuski (Cabin)

Design
Andrew Galloway, Forrest Huu Ta, Brooke Pathakis, Pete Freeman, Ciaran Brandin 

Sound Design
Sarah Tembeckjian

Client
Apple

Disciplines
Branding
Motion
Typography