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Apple Art Director Shares Early Sketches and Prototype of Lil’ Finder Guy Mascot
Key points
- Sofia Coelho shared early sketches and a prototype of Lil’ Finder Guy.
- Lil’ Finder Guy was the mascot for the MacBook Neo campaign.
- The character appeared in a livestream, TikTok videos, and WWDC 2026.
- The campaign was shortlisted for Cannes Lions.
Behind the Scenes of Lil’ Finder Guy
Apple art director Sofia Coelho has provided a look at the creation of Lil’ Finder Guy, the mascot featured in the MacBook Neo campaign. Coelho, who led the visual design and concept for the character, posted images on LinkedIn detailing the development process.
Development Details Revealed
Coelho's post included a gallery with sketches and studies of Lil’ Finder Guy’s expressions, proportions, and overall shape. An airbrushed physical prototype of the character was also shown. She described the project as a “dream design project” and credited colleagues involved in the Cannes Lions-shortlisted campaign.
Mascot's Campaign Presence
Lil’ Finder Guy was a central element of the MacBook Neo campaign, appearing in a livestream and a series of TikTok videos. The character also gained internet recognition, inspiring fan-made artwork and 3D-printable models. It made an appearance at WWDC 2026 and was featured on an enamel pin in attendee swag bags.
✨ This summary was generated by AI from the outlets' reporting listed below. It is not independently verified and may contain errors — check the original sources. How BrevFeed works →
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Reporting from
Sofia Coelho, Apple's art director, shared behind-the-scenes images of the development of Lil’ Finder Guy, the mascot for the MacBook Neo campaign. This provides insight into the creative process behind a widely recognized marketing character.