the Creativity Crisis

How do you find inspiration by experiencing the same things online and in real-life? Everyone has their echo chamber and watches the same content, posts the same stylized photos, listens to the same playlists, and podcasts in a carbon copy rhythm. What and where is originality these days? How do we create it? How do we nurture it?

In 2017, Apple thought it was time for a change and wanted to light a fire for creativity and the imagination. This project was created to brief teams and to have them question the idea of what does it mean to be a creative person in today’s world? This space became a gallery that represented posters, an interactive keynote, and takeaway zines to define the show. The contents itself inside the room was filled with a curated collection of statistics and quotes about creativity from a wide range of creatives and writers that would help inspire our message of creative thinking. Over time the gallery became a stepping stone to help develop fresh work and shape a new revolution for the Apple brand that later on developed the “Behind the Mac” campaign in 2018. Designer/AD (Poster/Magazine): Ben Clark Writer: Chelsea Carter CD: Jeremey Wirth GCD: Chuck Monn