Apple debuted the iPhone 16 Pro today (Sept. 9) at a keynote event, featuring impressive updates, a slightly bigger screen, and of course, a better camera. 

To demonstrate the camera’s capabilities, Apple launched a new “Shot on iPhone” campaign featuring a short clip (above) and behind-the-scenes video (below) of The Weeknd’s upcoming music video, “Dancing in the Flames,” shot entirely on the iPhone 16 Pro. 

UPDATE: The full music video has now dropped here.

The effort highlights the creative tools available on iPhone 16 Pro, including 48MP Fusion and 48MP Ultra-Wide cameras; the ability to record in 4K 120 fps (a first for iPhone), which allows for more cinematic slow-motion capabilities; and Apple Res Log, a tool that allows users to play with colors in post-production. Audio Mix, meanwhile, provides the ability to adjust audio in video and eliminate background wind noise or concentrate on the subject in the frame.

In the BTS video, director Anton Tammi and cinematographer Erik Henriksson slow down moody footage of The Weeknd as he performs his single directly on iPhone. Neon lights, dreamlike sequences and a blend of retro and modern aesthetics turn into a moody, atmospheric look characteristic of the artist. 

In the film, photographer Eddy Chen also takes photos during the video shoot, including the song’s single cover using the iPhone 16 Pro. The full video will be released on Sept. 13. “I love shooting portraits on the iPhone 16 Pro. You can get really close to the subject, become really intimate,” said Chen in the film. 

The campaign comes after The Weeknd announced the title of his forthcoming album, “Hurry Up Tomorrow,” last week, marking the end of a trilogy that follows “Dawn FM” and “After Hours.”

The campaign follows a series of similar ads for iPhone, including “Shot on iPhone 15 Pro” which offered a behind-the-scenes look into the making of Olivia Rodrigo’s “Get Him Back” music video, and a July “Shot on iPhone” campaign in which Apple paid tribute to Música Mexicana by creating a music video for Ivan Cornejo’s single “Intercambio Injusto.” 

The social-led campaign will include a series of organic, digital, and social executions featuring iPhone 16 Pro demonstrations and the music video's behind-the-scenes content. The campaign will appear on TV, YouTube and across Apple’s social media channels. The campaign will run in the U.S., U.K., Brazil, Mexico, India, China, Canada, Australia, France, Italy, Germany, Spain, Indonesia, Chile, Turkey, Thailand, Malaysia and Singapore.

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