Apple is touting the filmmaking capabilities of its iPhone 16 Pro with “Capture,” a short film that debuted Monday.
Aoife McArdle directed “Capture,” which salutes classic cinematic tropes with real stunts and effects, demonstrating the iPhone 16 Pro’s ability to shoot Hollywood-quality video due to features like its 4K video resolution, 120-frame-per-second rate, and the ability to adjust a video’s playback speed after it is captured, resulting in cinematic slow-motion.
“Capture” will run across broadcast television, online platforms, and social media, with the aim of inspiring both amateur and professional filmmakers to see where the new handset can take them.
The iPhone 16 Pro was released Sept. 20.
Apple worked with agency of record TBWA\Media Arts Lab on three spots that debuted last month touting its Apple Intelligence artificial intelligence platform, which debuted with the iPhone 16 and iPhone 16 Pro. Emmy Award- and Golden Globe Award-nominated actress Bella Ramsey (Game of Thrones) starred in those spots.
Northern Irish filmmaker McArdle earned several award nominations for directing and producing the first season of HBO’s Severance, and she has also directed music videos for artists including Coldplay, Jon Hopkins, and U2.
Credits:
Agency: Apple (in-house)
Director: Aoife McArdle
Production company: Smuggler
Postproduction company: Black Kite
Editing: Cartel
Director of photography: Edu Grau
Music: Danielle Ponder, “Roll the Credits”
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