Apple is celebrating UK-based innovations with a campaign starring some of the nation's best and brightest stars.
Set to Imagination by Labrinth, the ad shows creatives including Bafta-winning screenwriter and actor Michaela Coel, Game of Thrones star Maisie Williams and Mercury Prize-winner Dave as they create content on their Mac laptops.
This comes alongside an out-of-home campaign that pairs famous pieces of work from across the UK with the places they were made, as well as activity across Snapchat, TikTok and Twitter. Media planning and buying was handled by OMD.
Earlier this year (11 March), Apple launched a campaign to promote its AirPods Pro.