Behind the Mac

  • Antonino Iacona

From animation in Bristol, to fashion in Wales, to coding in South London, we had to bring the best of UK creativity right into the nation’s social feeds, aiming to spark national pride by showcasing a range of creative disciplines and a diverse spread of talent from locations across the country.


Led full-stack motion design process – from concept to motion comps to detailed motion specs.
On the Mac family page we put our creators' stories centre stage. Users could browse the images and tap any of them to enter a gallery, where they discovered more about each creator and their contribution to UK creative cultur – A bespoke new interface let users jump easily between the hero film and this gallery view.
Our content showed up where young creators seek inspiration, including takeovers on Dazed, Complex, Vice, Highsnobiety and WeTransfer. Bespoke dominations also run across a special ‘British Creators’ Vevo playlist and in i-D we’ll own their Summer School ‘at home creativity’ series. Across Snapchat and Twitter relevant ad content was served based upon a user’s location and interest.