Show, Don't Tell: When Apple launched the Macbook Air

This has to be one of the greatest examples of Show, Don’t Tell. Enzo Avigo reminded me of this iconic Apple launch when he shared a recent interview with James Vincent, the founder of Media Arts Lab who were once the exclusive brand agency partner for Apple. When Apple launched the Macbook Air, the advertising was simply an envelope. “We just put it down and pulled this computer out, and everyone's like 🤯" They didn’t need to say the computer was small. They just showed it.