The objective was to truly create a major motion picture experience in a :90 second spot. It was imperative to find a track that drove and reinforced the creative.This Labrinth track sounds like it could have been written specifically for the commercial, though it was an already existing recording.

The creative idea is “Hollywood in your pocket”, for anything you shoot on your iPhone to “feel like a movie.” From thrilling escape sequences and intense battle scenes to moody dramas and gritty western saloons, Apple suggests there's nothing that your inner aspiring director can't capture with the iPhone 13 Pro.

The music strategy was very simple--to find a track that helped create a larger than life motion picture world, that felt like a believable trailer and could live amongst all the different film sequences in the spot. Labrinth is an esteemed composer and well known for his film and TV scores (Euphoria), which is what made him a perfect artist to license for this creative idea.

The process was about as seamless as a sync can be. Apple, MAL and Columbia were in conversations for a while about whether this song had been licensed or not and using it in this type of creative. The song was pitched to creatives, it stuck, all parties were excited and on board (Labrinth, Columbia and publishing) and we were able to get the license done quite easily.

National TV Impressions: 1.6B; Local TV Impressions: 31.2 M; 1,900 National TV airings (US); ~1.4 million YouTube views