Tyler Mitchell puts together a photoshoot in his apartment in latest Behind the Mac ad
Filmed during quarantine, the latest additions to the long-running Apple campaign reveal the creative processes of Mitchell, James Blake, Zhang Xi and Samin Nosrat.
- 22 July 2020
- Jenny Brewer
- Reading Time
- 2 minutes
The Behind the Mac campaign by TBWA\Media Arts Lab has always been about process (and casually name-dropping the multitude of global stars who use Macs to make their work), but its latest additions titled Never Stop Making delve even deeper into process than before. They were also mostly filmed in quarantine, making for added intrigue when we get a peek inside the creators’ homes. Featuring photographer Tyler Mitchell, musician James Blake, architect Zhang Xi, and chef Samin Nosrat, the films aim to “capture the messy, wild and human parts of the process of creating, that often go unnoticed when witnessing the final polished, crafted and refined piece of creative work that is output,” says the agency.
Mitchell is known for his exciting and boundary-pushing work, as well as becoming the first Black photographer to shoot a US Vogue cover, capturing Beyoncé in 2018. In the ad we see him setting up a photoshoot in his apartment in Brooklyn using his own objects and clothing, and sharing personal insights to his ethos and approach while editing and finishing the resultant shots.
In Blake’s, filmed at the musician's home studio, he puts the finishing touches to his latest single Are You Even Real and creates an off-album track he composed and recorded during filming. In Xi’s, she shows snippets from the process for designing a new building in Switzerland from her studio. Lastly, Salt Fat Acid Heat author Nosrat’s film sees her creating, testing and compiling new recipes for the book’s sequel.
Mitchell, Blake and Nosrat’s films were captured using unmanned cameras, documenting over a 24-hour period.