Stark simplicity and slo-mo. Apple’s new commercial presents the iPhone 16 Pro as “Hollywood in your hip pocket” with a commercial starring stunning cinematic slow-motion, directed by Aoife McArdle, known for her work on the Emmy-nominated series, Severance.

The recreates classic cinematic tropes with real stunts and effects, to grab attention with the phone’s capabilities.

The new film, Capture, builds on Apple’s recent behind-the-scenes and music video for The Weeknd’s, Dancing with the Flames, highlighting the versatility of recording in 4K120 fps ProRes and adjusting the video to a quarter-speed playback, a new half-speed option for a dreamy effect, and a fifth-speed option that corresponds to 24 fps — all on iPhone 16 Pro.

Set to Danielle Ponder’s soulful track, Roll the Credits, the commercial aims to excite the ambitions of users to become visual storytellers.

Capture is running on broadcast, online platforms, and social media.

Credits:
Agency: Apple In-House
Director: Aoife McArdle 
Production Company: Smuggler
Post-Production Company: Black Kite
Editing: Cartel
Director of Photography: Edu Grau
Music: Danielle Ponder, Roll the Credits