# Apple’s Art Director Reveals Design Process of Lil’ Finder Guy How was the mascot of Apple’s MacBook Neo campaign designed? - **Source:** [9to5Mac](https://brifing.si/source/59447403-ce5b-427c-8132-8614f549929a) - **Published:** 2026-07-24 - **Topic:** [Design & UX](https://brifing.si/c/design) - **Original article:** - **On Brifing:** https://brifing.si/s/e5ecfb46-fe80-4cd7-a342-0f7754a213e4 ## The mind behind Lil’ Finder Guy Apple’s art director Sofia Coelho shared the design process of Lil’ Finder Guy, the mascot of the MacBook Neo campaign, on LinkedIn. Coelho described the project as a ‘dream design project.’ ## Initial sketches of the character Coelho shared a series of sketches showcasing Lil’ Finder Guy’s expressions, proportions, and overall shape. These sketches provide valuable insights into the character’s development. ## Physical prototype Among the shared photos was a physical prototype of the character created using airbrush techniques. This prototype represents a crucial step in bringing the design to life. ## Role in the campaign Lil’ Finder Guy played a prominent role in the MacBook Neo campaign. Apple featured the character in a livestream and a series of TikTok videos, adding vibrancy to the campaign. ## Internet phenomenon The character quickly became an internet sensation. Fan-made artworks, wallpapers, and 3D-printable models contributed to its popularity. ## Surprise appearance at WWDC Lil’ Finder Guy made an easter egg appearance at WWDC 2026 and was featured on an enamel pin included in attendees’ swag bags. This highlights the character’s significance within the Apple ecosystem. ## Sources covering this story - https://9to5mac.com/2026/07/23/apple-art-director-shares-early-sketches-and-prototype-of-lil-finder-guy/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._