Aptly titled โCapture,โ this spot from Appleโs in-house creative ensemble shows the high caliber mobile filmmaking of which the iPhone 16 Pro is capable. Directed by Emmy and DGA Award nominee (for Severance) Aoife McArdle via production company SMUGGLER–and lensed by cinematographer Edu Grau–the commercial captures the iPhoneโs ability to record in 4K120fps ProRes and then adjust playback speed after capture in the Photos app to create cinematic slow-motion filmmaking. This breathtaking imagery is showcased in a wide range of circumstances–from epic action to intimate moments.
The tagline: โHollywood in your pocket.โ
CreditsClient Apple Agency Apple In-House Production Company SMUGGLER Aoife McArdle, director; Edu Grau, DP. Postproduction Black Kite Editorial Cartel Music Danielle Ponder, โRoll the Creditsโ
Top Spot of the Week: Honda, RPA, Director Rupert Sanders Share “Unstoppable Dreams,” An Inspiring Reverse Poem
This inspiring Honda spot--directed by Rupert Sanders of MJZ for agency RPA--is the centerpiece of the โUnstoppable Dreamsโ campaign which brings to life the brandโs โChallenging Spiritโ and the idea that resounding success is often the result of failures. The :60 follows the distinctive journeys of competitors with strong ties to Honda as they pursued their racing ambitions, including the late F1 racing legend Ayrton Senna and current FIA Formula 1ยฎ World Champion Max Verstappen.
The cinematic spot deploys an engaging reverse poem format, so what begins as a disheartening story about failure and giving up reverses course to showcase how personal setbacks can serve as the greatest teacher and catalyst to achieve big dreams.
The โUnstoppable Dreamsโ film features iconic Honda race machines including the 1992 Formula 1ยฎ winning McLaren Honda MP4/7A driven by Senna and the FIA Formula 1ยฎ championship 2021 Red Bull Racing Honda RB16B driven by Verstappen, as well as exciting forthcoming products including the Honda hybrid-electric Prelude Concept and the Honda eVTOL (electric vertical take-off and landing aircraft). The โUnstoppable Dreamsโ tells a story about how the starting point of achieving success is how one responds to failure.
โUnstoppable Dreamsโ made its TV debut earlier this week on NBCโs Sunday Night Football and will continue to air during NFL and college football games, and the opening night of the 2024-25 NBA season. The campaign also will be featured on the big screen this fall, at theaters across America during major movie premiere releases, and on Netflixโs ad-supported plan in the U.S., for the highly anticipated series Senna.
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