made in
the uk

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 their trusty Macbook.

FFFOUND was tasked with finding existing photography of some 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. The commercial featured simple, black and white FFFOUND 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.