Mythical Process

An Apple advert, aligning itself with Picasso's 'process' (from Paul Haesaert's film, 'Visit to Picasso'). I think he knew exactly how to create an aura around his process which surely had very little to do with reality. Apple continue to associate themselves with a kind of lateral approach and free-jazz individuals who 'think outside the box' (sorry). Microsoft have recently countered with their 'I'm a PC' campaign.

A similar treatment, this time by Pritt and using Michael C. Place (Build). Here though there is more sense of the 'kit' he uses and an implication that the image is planned.

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