How Apple Filmed a 5-Hour Ad on an iPhone 11 Pro in a Single Take Without Recharging

The gorgeous and ambitiously choreographed tour of Russia's Hermitage left almost no margin for error

A statue in the Hermitage
In one take, Apple agency TBWAMedia Arts Lab London and director Axinya Gog recorded a seamless tour of the Hermitage. Apple

Some might call it the stuff of a child’s fantasy: Creeping through a cavernous museum while it’s closed to the public, getting up close and personal with timeless masterpieces, and stumbling across mysterious moments that border on the supernatural.

@griner David Griner is Adweek's international editor and host of the Adweek podcast, "Yeah, That's Probably an Ad."