A woman stumbles on a crack in the sidewalk and her iPhone slips from her grasp. What follows is an exaggerated and elaborate ballet of stuttered awkwardness, as she fumbles to avoid her phone hitting the floor. The rhythmic staccato Hindi vocals of Nitin Sawhney’s ‘The Conference’ provide the perfect foil for the phone ricocheting off the woman’s limbs and tumbling through the air. Failing to catch it, the iPhone dramatically hits the ground. But the woman’s panic turns to relief as she turns its screen to reveal no damage has been done, thanks to iPhone’s Ceramic Shield protection. Phew.