Apple’s New Ads Capture the Creative Processes of James Blake, Samin Nosrat and More

'Behind the Mac' campaign lets you watch a song, art, architecture and a recipe come together

Photographer Tyler Mitchell shows how he created a new portrait series using only items in his bedroom. Apple

For several years now, the “Behind the Mac” campaign has been putting a spotlight on creatives of all stripes who work on Apple products. Most recently, Apple built on the vibe of the campaign to launch “Creativity Goes On,” a celebration of the diverse kinds of content and ideas coming to life in quarantine.

@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."