Stress Becomes Creative Fuel in Apple’s New Mac Spot For College Students

Ad Age: rubberband. directs Apple’s “Mac Students,” following the creative process behind turning ideas into reality. Created with TBWA\Media Arts Lab and set to Willow Kayne’s “I’ve Got This All Under Control,” the spot uses pacing, performance, and restless visual rhythm to capture the pressure and momentum of work taking shape.
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Stress Becomes Creative Fuel in Apple’s New Mac Spot For College Students

May 12,
2026

Stress Becomes Creative Fuel in Apple’s New Mac Spot For College Students

Ad Age: rubberband. directs Apple’s “Mac Students,” following the creative process behind turning ideas into reality. Created with TBWA\Media Arts Lab and set to Willow Kayne’s “I’ve Got This All Under Control,” the spot uses pacing, performance, and restless visual rhythm to capture the pressure and momentum of work taking shape.

Read More at ReadyMag