tbwa / media art labs published by daylon hicks

From their Emmy nomination in mid August for “Heartstrings,” the Apple campaign promoting noise cancellation on the AirPods Pro 2 to their Shot on iPhone, Drawn on iPad campaigns seen throughout San Francisco and more, TBWA\Media Arts Lab are the team behind the secenes executing the vision to reality. They are the bespoke agency representing Apple to think beyond the surface level to push the brand past just tech products, but how to create an impact in our everyday lives. 

The story of their work came to be dates decdaes. In 1984, TBWA helped Apple launch its first Macintosh computer with the “1984” commercial, a piece of advertising that didn’t just introduce a product, it redefined how culture and technology could be communicated. Years later, in 1997, TBWA once again captured the essence of Apple’s spirit with the “Think Different” campaign, a bold declaration that celebrated innovation, creativity, and those who challenge the status quo..

Enter TBWA\Media Arts Lab in 2006. Born as a confidential and collaborative incubator, it was built with one purpose, to create groundbreaking ideas, safeguard Apple’s distinct brand identity, and craft storytelling that continues to influence culture on a global scale. Today, the agency has grown into a network of eight creative hubs worldwide, two in the United States, located in Los Angeles and Miami, and six more across London, Shanghai, Sydney, Singapore, Tokyo, and Seoul. 

Recent standout campaigns that demonstrates the impact of Media Arts Lab’s work across the globe. “Rick's Rescue” placed a powerful spotlight on the Emergency SOS system built into the Apple Watch Ultra 2, dramatizing how life-saving technology can make the difference in critical moments. “Someday,” featuring Pedro Pascal, brought a cinematic touch to showcasing the immersive experience of AirPods 4, blending storytelling and star power to create a campaign that resonated with audiences worldwide. 

Meanwhile, “Work is Worth It,” produced in collaboration with the India team, celebrated the performance and innovation of Apple Silicon, underscoring how Apple’s technology empowers creativity and productivity across industries. It’s the spirit of experimentation, combined with a deep sense of creativity, that sets their work apart from competitors, one that’s needed in the tech industry.