Groundbreaking creative work is made in towns and cities across the UK, and for this ad campaign Apple pledged to celebrate this, while also recognising that much of this work is created with help from Mac computers. 

Apple partnered with 23 of the most significant British creators of 2020 for the campaign, including Dave, Edward Enninful, Maisie Williams, Grayson Perry, Michaela Coel, Anthony Burrill, Feng Chen Wang, and Lev Tanju. 

A commercial featured simple, black and white images of the creatives in their studios, bedrooms, workshops or, in the case of Coel, the front seat of a Ford Fiesta, all shown working on their Macs. The spot is soundtracked by the song Imagination by Labrinth. 

The film was accompanied by a series of posters and a social campaign which saw -images placed on large-format OOH sites and in geo-targeted social in the areas local to where the creatives lived and worked. For example, Glasgow designer Gabriella Marcella saw her illustration dominate Princes Square in the heart of the city, while posters featuring local film-maker Jenn Nkiru lined Rye Lane in Peckham, London. 

Agency: TBWA/Media Arts Lab
ECD: Stephen Hancock
Creative Director: Jo Forel
Senior Creatives: Abdou Cisse, Akwasi Poku, Felix Heyes
Design Director: David Bennett
Senior Designer: Bethan Jones
Strategic Planning Director: James McDavid
Content Strategy Director: Alex Wrigley
Creative Strategist: Henry Degnin
Senior Business Affairs Manager: Evan Graham
Associate Music Supervisor: Amelia Maher
Executive Producer: Ben Roberts
Assistant Producer: Rebecca Lee
Associate Print Production Director: Tom Wade
Project Print Producer: Rachael Parker
Business Lead: Annabel Dewar
Account Director: Catherine Cudd
Account Managers: Josh Dubowitz, Lucy Machin
Director of Music: Chris Pattinson
Music Supervisor: Genevieve Torabi
Group Strategy Director: Louise Martell
Managing Partner: Alex Walker
Executive Director, Strategy: Anneka Dew
Executive Director, Marketing Sciences: Chris Cox 
Executive Director: Luke Foreshaw
Account Directors: Russell Pugh, Jemma Samuelson
Group Account Director, Social: Chelsea Lee
Paid Social Account Director, Social: Ian Adams
Editing: Nomad
Editor: David Warren
Colourist: Felipe Szulc
Flame Artist: Martin Goodwin
Flame/After Effects Artist: Rob Peacock
After Effects Artist: Tom George