The campaign brief was to showcase Apple’s commitment to becoming a carbon neutral company by 2030, structured through the dramatisation of a business meeting. This setting provides insight into the conversations brands of Apple’s calibre should be having to address climate issues. The approach, though dramatised, reflects Apple’s prioritisation of innovation and inspires others to reprioritise sustainability. Apple’s brand values of innovation, simplicity, and quality underpin this commitment, driving the company to leave the world better than it found it. This campaign showcases Apple’s ethos of pushing technological boundaries while fostering a culture of environmental responsibility and transparency, ultimately striving for a more sustainable future.

Considering the public and industry’s response to the work, we believe ‘Mother Nature’ set an industry precedent for other brands to choose ingenious and comedic avenues to promote environmental action.

The director has a long history of delivering world-class comedy for the screen. Drawing on his Emmy-winning work on series Documentary Now! his SNL days, the director intentionally selected a funny but commanding cast that the audience would recognise as a powerful Mother Nature, he wrote the script to have the perfect comedic nuances while avoiding a caricature version of the content, and intentionally crafted the entire setting to resemble the mockumentary genre in a familiar yet original way. Only someone of the director’s calibre could have pulled together such a feat, with such a revered cast and high profile client, particularly as the client themselves performed in the film having their screen debut! It’s not every day that Apple CEO Tim Cook features in a commercial…