The creative community was primed for a new MacBook Pro, but skeptical about whether we’d actually deliver the capabilities they needed. So instead of just focusing on numbers and specs, we wanted to market it in a way that would resonate with our target audience of high-level pros.

We featured leading creative professionals and their work to highlight how pros could use this powerful new tool to push the boundaries of their craft. This resulted in a unique site experience demonstrating how the machine, the pro, and the work are inextricably linked.

If we communicated in a way that resonated, we believed that our target would move from skepticism to excitement to advocacy.

To showcase our most powerful MacBook Pro yet we created an equally advanced site.

The stories and processes of four top creatives came to life on the site. Their experiences, processes, and creations contextualized MacBook Pro as the ultimate creative tool.

Our design approach was inspired by the raw power of the machine. Rich reveals, zooms, and cinematic visuals, seamlessly executed through WebGL, wove product and campaign imagery together — ensuring a smooth experience, no matter the platform or device.

We wanted the site to surface product information quickly, beautifully and clearly. Key hardware components and innovations were broken out as interactive visuals, and benefits communicated with concise copy. The result was a web experience that was accessible to everyone — but unmistakably tuned to professionals.