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 sweeping new spot shows the device in the hands of everyday users in all kinds of situations capturing every kind of cinematic scene and genre — nimble dance moves, chase scenes, swooping cityscape shots, a stairwell plunge, and even a P.O.V. from six feet under.
The ad aims to show how the new iPhone puts a Hollywood-worthy tool in the palm of your hand — that is, support for HDR video with Dolby Vision. The endline reads, “Make movies like the movies.”
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.