Ever since the launch of the first iPhone in 2007, our relationship with cameras has transformed.
Although people once had to pay to get photos developed from film (remember those days?) or otherwise carry around chunky battery powered digital cameras, most of us now have powerful camera phones right in our pockets.
To promote the launch of its latest device, the iPhone 12 Pro, Apple has created a 68-second global spot titled “Make Movies Like the Movies,” which highlights the power of the phone’s camera and its content-making potential.
The new iPhone 12 Pro lineup offer Apple’s highest ever quality video and are enabled with filming, editing, playback functionality and Dolby Vision.
The concept of the ad is to show the phone’s capabilities, and communicate that up-and-coming filmmakers no longer need a huge amount of equipment to make a movie—they can shoot one on their phone.
The high energy spot shows DIY moviemakers in a series of scenarios, from filming skateboarders to a high-speed car race.
Apple created the spot and it was directed by Kim Gehrig from Somesuch Films, with Linus Sandgren—Oscar winner for La La Land, First Man and American Hustle—as director of photography.
The TV and digital spot has been set to an original score by composer Danny Elfman, which was recorded with a live and socially-distanced orchestra at London’s famous Abbey Road studios. Elfman has created famous scores for movies and TV shows, including Batman, Men in Black, Beetlejuice and The Nightmare Before Christmas.
Earlier this year, Apple released the definitive ad about the challenges of working from home throughout the pandemic to promote its Apple at Work product suite.
The seven-minute comedy spot was a sequel to its popular 2019 spot “The Underdogs” and showed a team tasked with creating a new prototype, ominously named Pandora’s Box, while saddled with a timeline, slashed budget and a litany of logistical issues.