Apple composes a powerful performance

With the help of TBWA\Media Arts Lab, tech brand Apple introduces us to the new MacBook Air with M5 and MacBook Pro with M5 Pro and M5 Max through two punchy films.  

The first, TABS, helmed by BUCK, depicts a user pushing the MacBook Air to its limits by multitasking between dozens of uniquely designed tabs, with each swipe and click cleverly choreographed to the tune of Fela Kuti's Let's Start. 

The second film, titled Best Performance Yet and directed by François Rousselet through DIVISION, uses music to explore the rhythms of work and the joys of finding your flow, with the familiar tapping sounds of typing replaced with musical notes, culminating in a bold orchestral crescendo.