Apple's holiday advertising partnership remains unchanged under its new leadership.
Ten weeks after John Ternus took over as CEO, Apple released The Dreamer.
Longtime agency TBWA\Media Arts Lab created the four-minute holiday film.
Directed by Melina Matsoukas, the spot follows a young artist who rediscovers his passion after his parents gift him a MacBook Neo.
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The campaign puts Apple's $599 laptop at the heart of an emotional story about parental support and creative ambition.
It also offers an early look at how Apple's established agency relationship continues under new leadership.
A Four-Minute Film Puts MacBook Neo in Focus
The Dreamer follows a boy whose early enthusiasm for drawing and painting fades after several upsetting childhood experiences.
He continues creating privately until his parents give him a MacBook Neo as a teenager.
The gift helps him reconnect with his artistic ambitions.
TBWA\Media Arts Lab developed the campaign, with Matsoukas directing through PRETTYBIRD and De La Revolución.
Cinematographer Bradford Young and artist Hebru Brantley also contributed to the film.
Brantley created every artwork featured in the story, including the boy's early drawings and the animated character at the end.
The final character was developed using MacBook Neo, combining digital and traditional techniques.
Apple also released a behind-the-scenes social film, Creating the Art, featuring Brantley's process.
The main film uses Strawberry Guy's "Give Me a Dream" as its soundtrack.
Brantley also connected the story to his own childhood, recalling how his mother's belief in his artistic potential gave him confidence.
Matsoukas said she wanted the project to inspire people to pursue their passions and protect artists.
The promotional campaign puts MacBook Neo inside a personal story about passions, giving Apple's most affordable laptop a role in the holiday conversation.
Two Penta Pencils Mark a Decade of Partnership
TBWA\Media Arts Lab describes itself as Apple's dedicated global agency, with eight offices across major markets.
The partnership received a 2026 Penta Pencil from The One Show for "A Decade of Partnership and Trust."
It follows an earlier Penta Pencil in 2017, also recognizing the Apple and TBWA\Media Arts Lab relationship.
The 2026 award submission also reports 397 awards across One Show, D&AD, ADC, Webbys, Andys and Cannes over the past decade.
Product positioning also gives the partnership a fresh commercial focus.
MacBook Neo starts at $599, making it Apple's most affordable laptop.
Its starring role gives the holiday campaign an opportunity to introduce the product through an emotional brand story.
Agencies and brands reviewing their agency relationship models can take three lessons from Apple's long-running partnership:
Give Long-Term Partners Room to Invest
Brands should assess agency relationships through strategic capability, talent, and creative consistency over time.
The One Show's 2026 award submission credits Apple and TBWA\Media Arts Lab with 397 awards across the past decade.
Connect Product Strategy to Emotional Storytelling
Agencies should give products a meaningful role in campaign narratives so creative work supports both brand positioning and commercial priorities.
Apple's 2026 film focuses on the MacBook Neo, while its March product announcement positioned it as its most affordable Mac.
Keep Leadership Changes From Disrupting Creative Work
Brands should establish agency relationships with enough strategic depth to maintain consistency through executive and marketing leadership changes.
Apple announced John Ternus as its incoming CEO in April 2026, while its agency partnership received a second Penta Pencil that same year.
The combination of agency continuity and product strategy gives Apple a consistent creative partner under new executive leadership.
Our Take: Can a Single-Client Agency Stay Fresh?
A dedicated agency can give a brand an unusually deep understanding of its products and creative standards.
Apple's model also gives TBWA\Media Arts Lab a rare level of client access and continuity.
But single-client dependence also creates a commercial risk for agencies.
Their financial health depends heavily on one company's priorities, leadership decisions, and marketing budgets.
The model also requires fresh strategic thinking to prevent familiarity from limiting creative ambition.
In July 2026, the dedicated agency appointed Kelsey Bozanich as head of strategy for Los Angeles.
Her appointment suggests Apple and TBWA\Media Arts Lab continue investing in the expertise behind the relationship.
We see the partnership as a strong case for long-term agency alignment, provided both sides keep challenging the work and investing in new talent.
Apple's agency relationship stands in contrast to the industry debate over how brands should choose their partners.
Publicis Groupe's open letter to WPP challenges traditional agency pitching and questions how brands assess long-term client commitments.
Brands looking to establish lasting creative partnerships need agencies with the strategic depth.
Explore these top creative agencies on DesignRush with the production expertise to support brand ambitions.
