Apple's first Shot on iPhone campaign using iPhone 15 Pro and iPhone 15 Pro Max sets out to reinforce the cinematic power of iPhone with a new music video and behind-the-scenes … read morecontent with Grammy-winning singer-songwriter Olivia Rodrigo. The music video's director, Jack Begert, and director of photography, Xiao "X" Liu, share an inside look on how it was filmed and reveal tips and tricks with iPhone 15 Pro camera capabilities that were used in creating the fast-paced, revenge-seeking video, "get him back!"
Agency: TBWAMedia Arts Lab
The social-first campaign highlights how the upgraded features of iPhone 15 Pro Max, including overall pro camera versatility, were used to create the music video entirely. Begert and Liu describe how the new 5x zoom Telephoto camera on iPhone 15 Pro Max was used to capture crash zoom shots and how using the new USB-C connector allowed them to export ProRes footage directly to an external hard drive. They also explain how Log encoding makes ProRes even more powerful, enabling more range and flexibility for visual effects and color grading in post. iPhone 15 Pro and iPhone 15 Pro Max are the first smartphones to support ACES — Academy Color Encoding System — a global color standard for major movie productions.
"For this video, we're doing a lot of advanced camera moves to create energy. I was impressed with the quality of the footage," said Jack Begert, director. "Hearing about the 5x zoom on iPhone 15 Pro Max made me really excited."
"It takes a lot of time on set to switch lenses between shots, but iPhone 15 Pro has seven lenses in one package, including a new 5x zoom on iPhone 15 Pro Max.," said Xiao "X" Liu, Director of Photography. "With just a few taps on the screen, I save time and get what I need in sharp resolution."
The social-led campaign will be a series of organic, digital, and social executions featuring iPhone demonstrations and the music video's behind-the-scenes content featuring Jack Begert, Xiao "X' Liu, and Olivia Rodrigo. The campaign will appear on @apple, @applemusic, @oliviarodrigo Instagram, @apple TikTok, and YouTube.
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