The content for this campaign was to be based on the original Macintosh TV commercial aired during the 1984 Super Bowl. That commercial was very successful but as a media campaign, it was unusual. It ran only once. And there was no supporting material or collateral that took advantage of the same powerful theme & imagery.

Today when you expend the money and creative talent to introduce a product or brand, you leverage the visual identity across all types of media and venues.

This formed the basis for the tradeshow demos: Imagine it was again 1984 and that Apple was releasing the Macintosh for the very first time. But this time they were releasing today's version of the Macintosh and could use all of the media creation & delivery tools now available. For each media component of the campaign, how would they create & re-express content, what tools would they use and what would the workflows be.

For the trade show:
ARTLab worked with Apple and over 40 different software and hardware vendors to create a set of integrated demos that would best show how content could be created and re-expressed across media to create an "updated version" of the 1984 Macintosh launch campaign.

Delivery media included: Video for broadcast and as QuickTime movies; Posters from large-format color printers; Customized direct mail using AppleScript; Web pages including QuickTime VR & e-commerce; Interactive CD; Limited-run color printed brochure; HiFi color magazine insert.

ARTLab coordinated all aspects of the first trade show booth content & demos:

• Selecting the technology and developers to appear in the booth
• Working with vendors to develop appropriate demos using the 1984 content
• At the show working with vendors to refine their presentations in response to viewer understanding and interest
• Packaging the content and demo scripts on CD to be able to recreate the event at trade shows worldwide

For the Interactive CD
ARTLab distilled down the trade show demos into a series of 8 animated workflows that show a sequence of steps for producing a particular media. At the end of each workflow, there is a more detailed look at several of the component softwares, a buyers guide and soft bundle options negotiated with the different vendors.

The CD was distributed to the Apple field and their reseller channel to help them better understand & present some of the workflow solutions that are possible on the Mac OS platform.

For the Print Collateral
ARTLab worked with Apple, a creative writing team and design agency to develop a full color poster for the campaign.