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

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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.

Others might call it a product demonstration.

To illustrate the battery life of the iPhone 11 Pro, Apple and agency TBWA\Media Arts Lab London today unveiled an unprecedented epic of an ad, clocking in at 5 hours, 19 minutes and 28 seconds—all filmed on the smartphone in one take without ever recharging the battery.

And at the end of the shoot, it still had 19% of its battery life remaining.




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