Apple art director shares early sketches and prototype of Lil’ Finder Guy [U]

Apple art director Sofia Coelho shared behind-the-scenes sketches and a prototype of Lil’ Finder Guy from the MacBook Neo campaign.

The post showed concept art, expression studies, and proportion work, offering a rare look at Apple’s character design process.

Lil’ Finder Guy had already appeared across Apple livestreams, TikTok, WWDC 2026 content, and event swag, where it became a fan meme.

The post was later deleted, adding to interest around the mascot and Apple’s branding strategy.