Cannes Lions
APPLE, Cupertino / APPLE / 2020
Awards:
Overview
Entries
Credits
Execution
We begin with a line, “This is how long Face ID takes to unlock” on a black screen. The message lingers for a few seconds, before we see the flash of a face and an arm holding the camera. Almost like our POV is from a phone.
Around the face we see a familiar scene — a nice restaurant outside. The woman seems to be holding her phone lower, out of sight, almost stealing a glance at it while her dinner partner is in the bathroom. Maybe it’s a date that’s not going so well… Then we quickly cut to an iPhone screen, where we see a lock icon unlock almost instantly, before we end with a logo.
And just like that, the film is over. It’s only as long as it takes for Face ID to work.
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