Apple never stops at the first idea. This core truth about the world’s most iconic brand became the visual thread through this campaign that puts people inside the screenwriters heads making the magic for all of the ?tv+ shows.

We see the words of the script come to life on screen. As the writer refines and edits his work, we see the world in front of us change. Each decision makes the story told that much more original.

When it comes time to reveal the author of the craft, we use the same technique to reveal that this is how Apple tells stories.