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Apple “Work is Worth it” 2024

Apple “Work is Worth it” (2024) is an Apple commercial directed by Mackenzie Sheppard for TBWA\Media Arts Lab, produced by HOLY MOMMA PRODUCTIONS. It won one award: shots Awards Asia Pacific 2024 Gold — Editing (Up to and Including 60 seconds).

This ad showcases the relentless dedication of students and young professionals using MacBooks to achieve their dreams, highlighting the effort behind success.

Video: Mackenzie Sheppard on Vimeo

Shot by shot

  1. A young man with dark hair and a beard, wearing a dark t-shirt, works on a laptop in a dimly lit room.© Apple0:00
  2. A person's hand types on a laptop keyboard, with a wall covered in sticky notes and papers in the background.© Apple0:01
  3. A person with dark hair tied with a red scrunchie types on a MacBook laptop while sitting on a bus, seen from an overhead perspective.© Apple0:05
  4. A diverse group of young people walk through a narrow, sunlit hallway, some smiling, in a dynamic, handheld shot.© Apple0:13
  5. A young woman with a backpack and laptop pushes through a crowded hallway, looking stressed and trying to make her way through the people.© Apple0:14
  6. A young woman in a white top and dark pants walks through a busy, sunlit interior space, carrying a silver laptop.© Apple0:16
  7. A group of students, including a woman in a yellow dress, scramble to pick up scattered papers on a tiled floor in an exterior setting.© Apple0:17
  8. A young woman with dark hair and a yellow shirt brushes her teeth in a dimly lit room, with a mirror and dresser in the background.© Apple0:20
  9. A man in a t-shirt sits at a table with family, gesturing while looking at a laptop screen, in a dimly lit interior.© Apple0:21
  10. A man with a mustache and dark hair, wearing a patterned shirt, is sleeping in an office chair, then is startled awake by someone off-screen.© Apple0:24
  11. A young man with dark, curly hair and a patterned shirt looks down intently, focused on something below the frame, in an ornate interior setting.© Apple0:26
  12. A person's hands are seen typing on a laptop keyboard and using the trackpad in a close-up shot.© Apple0:27

Stills © Apple. Made by TBWA\Media Arts Lab, HOLY MOMMA PRODUCTIONS and Mackenzie Sheppard.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Show the struggle and triumph of young people using MacBooks to achieve their goals.

Tagline: “Work is worth it.”

montage of daily lifestruggle and perseverancelate-night work sessionsurban youth cultureacademic pressurejourney to success

The cut

Length
46 s
Shots
34
Average shot
1.4 s

What creatives use Apple “Work is Worth it” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Apple “Work is Worth it”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young man with dark hair and a beard, wearing a dark t-shirt, works on a laptop in a dimly lit room.© AppleA person's hand types on a laptop keyboard, with a wall covered in sticky notes and papers in the background.© AppleA person with dark hair tied with a red scrunchie types on a MacBook laptop while sitting on a bus, seen from an overhead perspective.© AppleA diverse group of young people walk through a narrow, sunlit hallway, some smiling, in a dynamic, handheld shot.© Apple
    Frames from Apple “Work is Worth it”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Apple “Work is Worth it” in order, with its length, framing and what happens in it.

    A young man with dark hair and a beard, wearing a dark t-shirt, works on a laptop in a dimly lit room.© AppleA person's hand types on a laptop keyboard, with a wall covered in sticky notes and papers in the background.© AppleA person with dark hair tied with a red scrunchie types on a MacBook laptop while sitting on a bus, seen from an overhead perspective.© AppleA diverse group of young people walk through a narrow, sunlit hallway, some smiling, in a dynamic, handheld shot.© AppleA young woman with a backpack and laptop pushes through a crowded hallway, looking stressed and trying to make her way through the people.© AppleA young woman in a white top and dark pants walks through a busy, sunlit interior space, carrying a silver laptop.© Apple
    Length: 46 s · Shots: 34 · Average shot: 1.4 s

  3. 03Ad ideas: every spot built on a montage of daily life

    Before you present an idea, you need to know who has done it, and how.

    Apple “Work is Worth it” is built on a montage of daily life. Search the library by idea to see every spot that uses it.

    Federación Peruana De Fútbol “Arriba Perú”© Federación Peruana De FútbolCitroen “Daddy”© CitroenL'eggs Tights “L'eggs”© L'eggs TightsHSBC “Let’s SVNS This City”© HSBC
    Federación Peruana De Fútbol · Citroen · L'eggs Tights · HSBC

More commercials by Mackenzie Sheppard

  • HP "AI Companion" (2025) commercial still© HPHP “AI Companion” 2025Dir. Mackenzie Sheppard · Accenture SongCreative Circle Silver 2025
  • The New York Times "Gravity" (2023) commercial still© The New York TimesThe New York Times “Gravity” 2023Dir. Mackenzie Sheppard · Droga5Ciclope Silver 2023
  • New York Times "Sneakers" (2023) commercial still© New York TimesNew York Times “Sneakers” 2023Dir. Mackenzie Sheppard · Droga5Ciclope Bronze 2023
  • Guinness "Liberty Fields - The Pioneers of Women’s Rugby" (2019) commercial still© GuinnessGuinness “Liberty Fields - The Pioneers of Women’s Rugby” 2019Dir. Mackenzie SheppardKinsale Sharks Bronze 2019
  • Windows Microsoft "Microsoft Windows - Doppelmode" (2026) commercial still© Windows MicrosoftWindows Microsoft “Microsoft Windows - Doppelmode” 2026Dir. Mackenzie Sheppard · Droga5
  • Samsung "Galaxy - Laundry Tips" (2025) commercial still© SamsungSamsung “Galaxy - Laundry Tips” 2025Dir. Mackenzie Sheppard · BBH

More from TBWA\Media Arts Lab

  • Apple "A Critter Carol" (2026) commercial still© AppleApple “A Critter Carol” 2026Dir. Mark Molloy · TBWA\Media Arts LabANDY Awards Gold 2026
  • Sandy Hook Promise "Back-To-School Essentials" (2019) commercial still© Sandy Hook PromiseSandy Hook Promise “Back-To-School Essentials” 2019Dir. Henry-Alex Rubin · TBWA\Media Arts LabEmmy (Outstanding Commercial) 2020
  • Apple Music "History of Sound" (2016) commercial still© Apple MusicApple Music “History of Sound” 2016Dir. John Hillcoat · TBWA\Media Arts LabThe One Show Gold 2016
  • Apple iPhone "There's an App for That" (2010) commercial still© Apple iPhoneApple iPhone “There's an App for That” 2010TBWA\Media Arts LabEffie Awards Gold 2010
  • iPhone "El lazo de Petra" (2025) commercial still© iPhoneiPhone “El lazo de Petra” 2025Dir. Gigi Saul Guerrero · TBWA\Media Arts LabEl Ojo de Iberoamérica Bronze 2025
  • Apple, Inc. "AirPods Pro—Snap" (2021) commercial still© Apple, Inc.Apple, Inc. “AirPods Pro—Snap” 2021TBWA\Media Arts LabThe One Show Bronze 2021

Award-winning tech commercials

Questions

Who directed the Apple “Work is Worth it” commercial?

Mackenzie Sheppard directed it, produced by HOLY MOMMA PRODUCTIONS, for the agency TBWA\Media Arts Lab.

Which agency made Apple “Work is Worth it”?

TBWA\Media Arts Lab created it for Apple (2024).

What awards did Apple “Work is Worth it” win?

1 awards, including shots Awards Asia Pacific 2024 Gold — Editing (Up to and Including 60 seconds).

What is the tagline of Apple “Work is Worth it”?

“Work is worth it.”

Sources for the credits and awards

shots