The brief for this internal film was to showcase Apple’s rapid growth across territories outside the Americas. The numbers were impressive, but the real challenge was to express them in a visual and human way, through the voices of Apple staff and customers. The result was a film shot at speed across multiple continents and 20 countries, all in just three weeks.

Originally made with Apple MARCOM EMEIA for a Tim Cook event celebrating the first decade of this vast division of the company, the film proved so popular, it was repeatedly updated and used at multiple events.

Concept & director Mike Christie / Apple MARCOM EMEIA / 2012