When everything is invented, think again.

Technology is great for humans. It can give us tools like computers to invent things. But also an overwhelming feeling that everything has already been invented. In the era of endless scrolling and anyone-can-be-anything, it’s easy to go and create things but it’s also easy to sit back and give in to the idea that there are no new ideas left.

So to launch the new MacBookPro and the all-new Touch Bar, we wanted to inspire and remind people about the never ending contagious power of creativity to push mankind forward. To keep reinventing.

Role Associate Creative Director | TBWA\ Media Arts Lab

Partner Robbin Ingvarsson

Directed by Juan Cabral