Apple shows off those new features and more in a high-energy spot directed by Kim Gehrig of Somesuch. The ad depicts the latest device as a companion to help you take on the world, illustrating the features in fast-paced, energetic scenes set to "Brazooka" by NVDES. While it withstands everyday calamities such as clumsy cats, coffee spills and purse jostling, its new photography features help you capture impromptu ultra-wide photos of your loved ones, take slo-mo selfies, better night-time shots and more. The film also plugs the phone's improved facial recognition—it'll recognize your mug from all sorts of angles in a blink--while you're working out, prepping dinner and more. It also gives a nod to gamers, promoting the "fastest chip in a smartphone”.
About the director
Kim Gehrig wants you to stand up and celebrate. Working internationally across film, music videos and commercials, her work is consistently playful, positive and empowering.
In 2017, ‘This Girl Can’ for Sport England established Kim as a director with the power to shape culture. A year later, she rewrote the book with ‘Like Sugar’ by Chaka Khan, an instant dance classic that picked up top honours at the UKMVAs. She continued to diversify in 2019 with ‘Dream Crazier’ for Nike and her irreverent commercial ‘Viva La Vulva’. This campaign went on to win 13 Lions at Cannes, including a prestigious Glass Lion award for Change and the rare D&AD Black Pencil for Direction.
Kim was also the recipient of the first ever Glass Lion, as well as numerous Creative Circle awards, British Arrows and UKMVAs. Prior to joining Somesuch, Kim was a Creative Director at Mother. She is a Central Saint Martins alumna and is originally from Sydney, Australia. Kim is currently based in LA.