As a big bang to introduce the new iPhone 16 series, while highlighting the outstanding camera features of this series, Apple had a resounding collaboration with the world’s top male artist – The Weeknd in a music video filmed entirely with iPhone 16 Pro.
“It’s Glowtime” – the most anticipated event for Apple fans took place when Apple officially launched the new iPhone 16 generation on September 9. In which, the integrated AI Apple Intelligence emerged as a highlight of the IPhone 16 Series alongside changes in color and design. As part of the promotion of this product line, the technology giant decided to collaborate with The Weeknd in the “Shot On IPhone 16 Pro” campaign.
Apple introduces iPhone 16 and a series of new products at the “It’s Glowtime” event
Accordingly, the 2 videos including Music Video and Behind the scenes for the song titled “Dancing in the Flames” were filmed entirely with iPhone 16 Pro. The work was “conceived” by director Anton Tammi through the skillful hands of cinematographer Erik Henriksson and will be officially released on September 13. Through the footage recorded by iPhone 16, The Weeknd’s image in the MV appears artistic with sharpness and smooth transition frames. It is known that “Dancing in the Flames” marks the first collaboration between the famous technology Brand Apple and the artist who has twice entered the Guinness World Record.
Erik Henriksson, Director of Photography said: “The new features in the iPhone 16 Pro turn it into a powerful filmmaking machine. You no longer think of it as just an iPhone, but as a regular camera”. The cover art for the single ‘Dancing In The Flames’ was also shot with an iPhone 16 Pro.
Single cover photo taken with iPhone 16 Pro
Through the music video with The Weeknd, Apple has made an effort to highlight the Creative tools of the iPhone 16 Pro, including the 48MP Fusion and 48MP Ultra-Wide cameras; the ability to shoot at 4K 120fps (a first for iPhone) allowing for more cinematic slow-motion shooting. In addition, Apple Res Log is also integrated as a tool that allows users to edit colors in post-production and Audio Mix provides audio adjustment capabilities that are not inferior to professional equipment.
Technically, the professional editing and post-production using iPhones to produce cinematic footage shows that Apple has gone beyond the preconceived notions about the limits of smartphone cameras.
The campaign will take place in the following countries: US, UK, Brazil, Mexico, India, China, Canada, Australia, France, Italy, Germany, Spain, Indonesia, Chile, Turkey, Thailand, Malaysia, Singapore and will be shown on TV, Youtube and Apple’s Social Media channels. Not only bringing catchy melodies to the new MV, the collaboration with The Weeknd is also a “media guarantee” that attracts the attention of a large audience for the iPhone 16 product line of Apple.
The collaboration with the Weeknd also extends the “Shot On iPhone” campaign that made Apple famous. Through “Shot On iPhone”, Apple wants to affirm that the iPhone is not only a phone capable of recording daily life, but it is also worthy of becoming a powerful tool for artists to film scenes in their music videos. That is also the reason why, through each generation of iPhone, Apple has constantly upgraded and improved the camera quality with many increasingly outstanding features.
Starting in 2019, “Shot On Iphone” is a long-term campaign of IPhone when collaborating with artists to launch music videos made with the brand’s latest phone devices. In particular, the first MV called “Lose You To Love Me” by Selena Gomez released in 2019, was filmed entirely with iPhone 11 Pro. 1 year later, still with iPhone 11 Pro, Apple continued to collaborate with Lady Gaga to film the MV “Stupid Love”.
Apple’s first MV collaboration with a famous artist
Not stopping there, in 2023, Apple extended “Shot On iPhone” with the first collaboration with Korean music group – New Jeans in the MV “ETA” filmed entirely with Iphone 14 Pro. Or most recently, in the promotional activities for the iPhone 15 series, Apple released the BTS video for Olivia Rodrigo’s MV “Get Him Back” which was authentically recorded with Iphone 15 Pro.
Apple Collaborates with NewJeans – the First Korean Group to Feature in “Shot On iPhone”
Not only conquering markets that have made a strong impression on the iPhone such as the US and UK, “Shot On iPhone” has also penetrated many countries and cultures to tell stories in Apple’s own way.
Conclusion:
Apple always knows how to make the Apple fan community look forward to new product lines thanks to its creative Advertising ability. Collaborating with The Weeknd in a music video made entirely with iPhone 16 is a testament to Apple not only knowing how to affirm the superior features of the iPhone in shooting and post-production, but also continuing to create buzz for the “Shot On iPhone” campaign series – which is already very popular for the brand.
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