The films in this campaign put their emphasis on the iPhone's Water Resistance and Ceramic Shield features.

Fumble follows a woman stuck in a loop of nearly dropping her phone. As the phone slips out of her grasp, she finds herself unable to keep a hold of it. She struggles to keep it airborne, tripping with it as it continues to fall. With one last dramatic attempt – the phone drops all the way to the ground, where it lands – remarkably unscathed.

Through choreography and masterful control of movement, this film inspires the all too familiar anxiety and manages to quickly relieve us. The direction is dynamic, and the pace of the film is unrelenting and impactful.