Privacy isn’t a feature. People have always gone to absurd lengths to protect it, skipping urinals, whispering behind cupped hands, shredding documents, hanging "Keep Out" signs. We do it without thinking. It's just human instinct.

In 2019, no tech brand was talking about this. Apple had always considered Privacy a basic human right when designing their products.

We wanted to remind people about this serious issue, but without taking ourselves too seriously.

So we gave Academy Award winner Alexander Payne his debut as a commercial director. No Merlot was allowed on set.

Role Creative Director | TBWA\ Media Arts Lab

Partner Robbin Ingvarsson

Creatives Allison Murphy, Lindsay Cecero

Directed by Alexander Payne