Usher’s half-time Super Bowl show has been and gone but Apple is making sure that its impact for the brand lives on – and that Shot on iPhone gets more glory. Apple has released a longform behind the scenes of the 12-minute show directed by Jay-Z and Hamish Hamilton, all shot on iPhone 15 by director, Mike Carson.
Apple used 40 iPhone 15 Pro and iPhone 15 Pro Max devices throughout the show and rehearsals, strapping them to performers, rigging them into set pieces and instruments, providing unique and distinctive perspectives from the standard broadcast shots. Typically, viewers only see the final 12-minute show on broadcast, but the nimbleness and quality of the camera, including extensive use of iPhone 15 Pro Max’s 5x zoom and low light capabilities, allow remarkable access to the rehearsals and performance. This is the first Apple Music Super Bowl Halftime Show ever shot on iPhone.
It took a herculean effort for TBWA\Media Arts Lab to pull it all together in such a tight turnaround, less than a week after the broadcast of the halftime show. The 10-minute film lives on YouTube, Instagram, and X, and is part of Apple Music’s collection of exclusive content for USHER’s Road to Apple Music Super Bowl LVIII Halftime Show.
USHER and @apple shared the trailer on Instagram on February 18.
Watch the full film:
Credits
Agency: TBWA\Media Arts Lab
Production Company: HPLA
Director: Mike Carson
Editorial Company: Cartel Editorial
Finishing: Trafik
Music:
Caught Up! by USHER
My Boo by USHER, Alicia Keys
OMG by USHER, will.i.am
Yeah! by USHER, Ludacris, Lil Jon
