Cannes Lions

Apple "Chase"

TRAFIK, Los Angeles / APPLE / 2023

Film

Overview

Entries

Credits

Overview

Background

Variety of filmmaking situations all shot on a 48MP Main camera with up to 4x resolution, Action mode for smooth handheld action scenes, 4K Cinematic mode, advanced low-light performance, and four zoom options to give even more framing flexibility. Task was to shot how iPhone 14 Pro marks the beginning of a new era for the iPhone camera.

Execution

The task here was to illustrate the incredible variety of tones and moods the new iPhone camera was able to produce through this action packed film by Lance Accord. From the scale of a Hollywood Production to a music video to a stop motion setup on the kitchen table, the key was to help illustrate the quality and performance of the new tiny iPhone cameras are able to achieve. The result is an extremely cinematic experience - which is remarkable given its all shot on consumer cameras.

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