Dante Ariola of MJZ directed this spot, facilitated by the VFX work of Method, which depicts the mayhem caused by a dog chasing a cat through the supermarket–at 500 frames per second, in reverse. Agency is Butler Shine Stern & Partners in Sausalito, Calif.
CreditsProduction Company: MJZ Dante Ariola, director. Visual Effects: Method
Apple, TBWA\Media Arts Lab, Director David Shane, Bella Ramsey Honor A Dearly Departed Fish
Actress Bella Ramsey (Game of Thrones, The Last of Us) comes to the rescue--with the help of Apple Intelligence as her iPhone 16 Pro whips up a video remembrance of a child’s dearly departed pet, Swimmy the fish. The personal context provided by Apple Intelligence thus relieves an adult, presumably the girl’s father, from the responsibility of fashioning a eulogy he’s clearly ill-equipped to deliver. In fact, he can’t even remember the beloved pet’s name, referring to Swimmy as “Fishy.” David Shane of production company O Positive directed and Oscar-winning (Mank) cinematographer Erik Messerschmidt lensed the three-spot campaign starring Ramsey, including this :45 centered on Apple Intelligence’s capacity for creating custom memory movies. The spots from agency TBWAMedia Arts Lab in L.A. and Sydney, appear on broadcast, YouTube, online video, cinema in select markets, and social media. [video width="1280" height="720" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2024/09/20011556/Apple-Intelligence-Custom-memory-movies-iPhone-16-Pro.mp4"][/video] Read More