Challenge
To introduce a more affordable MacBook without weakening Apple's premium perception.
The task was to make accessibility desirable while preserving the emotional value and aspirational character of the brand.
Solution
The campaign shifts the conversation from price to identity.
Using the metaphor of a piggy bank, the story follows a young person taking ownership of their first significant decision. The act of breaking the piggy bank becomes a symbol of leaving childhood behind rather than spending money.
Insight
Growing up.
Every adult remembers the first purchase that felt entirely their own.
Design system
A minimalist visual language built around contrast, negative space and a progression from possession to possibility.
One of the four MacBook Neo colors appear as subtle narrative cues, most notably through the character's neon-green irises.
White space functions as a metaphor for the future - open, undefined and full of potential.
Outcome
A campaign concept positioning MacBook Neo as the first Mac that is truly yours.
Rather than focusing on affordability, the work celebrates independence, confidence and the beginning of a lifelong relationship with the Apple ecosystem.
Disciplines
Creative Direction, Art Direction, Concept Development, Campaign Strategy, Visual Storytelling, AI Image Creatio
