Apple’s latest back-to-school campaign for Mac consists of three spots–including this one titled “Powered”–directed by Tom Kuntz of MJZ and lensed by Oscar-winning cinematographer Hoyte van Hoytema (Oppenheimer).
Powered takes us to a university where a librarian cautions a student that he’s gone too far loading multiple apps onto his laptop computer. She affirms that he’s “a hot dog in a hurricane” and there’s no saving him from a laptop implosion–that is until he informs her that he’s working on a MacBook Pro that can handle multitasking to the nth degree, accommodating multiple apps, streaming lectures, project editing and the like all at once.