Art director Sofia Coelho, who led the visual design and concept for Lil’ Finder Guy, shared a rare behind-the-scenes look. MacBook Neo became the mascot of the campaign. Here are the details.
‘Measuring the height of a flat apple’
In a post shared today on LinkedInApple art director Sofia Coelho shared an interesting gallery with some behind-the-scenes footage of the work that went into making Lil’ Finder Guy. MacBook Neo campaign.
In what was billed as a birthday announcement, Coelho thanked his colleagues who worked with him on the Cannes Lions shortlisted campaign and described leading the character’s visual design and concept as a “dream design project”.
He also shares a photo of what appears to be an airbrushed physical prototype of the character, along with several sketches and studies of Lil’ Finder Guy’s expressions, proportions, and overall shape.
Lil’ Finder Guy was heavily featured throughout MacBook Neo campaign, played a character with Apple live streaming and a series TikTok videos. And quickly became an internet memeinspiring fan-made artwork, wallpapers, 3D printable models and more.
The character also made an Easter egg-style appearance in at least one WWDC 2026 session. depicted on an enamel pin included in participants’ bags.
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