Apple unveils iPhone 16 and iPhone 16 Pro in new campaign via TBWA\Media Arts Lab, LA and Sydney
Apple has announced the launch of its latest innovations, the iPhone 16 and iPhone 16 Pro, through an engaging new campaign via TBWA\Media Arts Lab, Los Angeles and Sydney, which stars Bella Ramsey, known for their roles in Game of Thrones and The Last of Us.
The new campaign introduces the concept of Apple Intelligence, a cutting-edge feature designed to enhance everyday experiences by understanding personal context and providing assistance in those common, yet awkward, human moments.
Directed by Emmy-winner David Shane and filmed by Oscar-winning cinematographer Erik Messerschmidt, the campaign showcases how Apple Intelligence can seamlessly integrate into daily life. The films illustrate the system’s capabilities in addressing everyday challenges, such as remembering someone’s name, catching up on missed emails, or finding specific photos and videos just when you need them.
The campaign highlights several key updates in Apple Intelligence, including an upgraded Siri, advanced email summarization, and personalized Memory movies. These features are crafted to make user interactions more intuitive and context-aware, ensuring that the technology adapts to individual needs and situations.
The new iPhone 16 and iPhone 16 Pro campaign will be prominently featured across multiple platforms including broadcast television, YouTube, online video, select cinemas, and social media channels. By leveraging a blend of compelling storytelling and cutting-edge technology, Apple aims to demonstrate how these new devices and their advanced intelligence features can make everyday life more manageable and connected.
This strategic campaign underscores Apple’s commitment to integrating technology seamlessly into personal experiences, enhancing how users interact with their devices and each other.
Learn more about Apple Intelligence features: apple.com/apple-intelligence
Agency: TBWA\Media Arts Lab, Los Angeles and Sydney
Director: David Shane
Production Company: O Positive Films
Post-Production Company: Trafik
Editing: Cut & Run
Director of Photography: Erik Messerschmidt
9 Comments
That was so bad.
Funeral script was OK, and looks great, but could have been better – maybe a little more emotional moment at the end.
You can’t fault the production, but when did Apple start using celebs? It now feels like all the other big tech brands like Google, Amazon etc.
These are great
Love these.
TBWA Sydney punping some good work recently
Should have got AI to write the scripts.
Why the look to camera at the end though, is that a new Apple thing? Freaks me out each time
Apple used to make ads people would want to watch (remember Spike Lee & FKA Twigs)
This is soooo uninspiring
Now we can all pretend to give a shit about anything, in real time