Apple taps K-pop band NewJeans for ‘Shot on iPhone’ music video

Director Wooseok Shin uses features such as Action mode and Cinematic mode to capture frenetic dance routine

Published On
Jul 24, 2023
Members of K-pop band NewJeans dancing poolside in their new music video

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NewJeans, a Korean girl band that launched in 2022, are already being lauded as “one of the most interesting K-pop acts working today” (Pitchfork) and have been quick to strike brand deals as well, particularly in fashion—with the quintet’s members linked to Gucci, Levi’s, Louis Vuitton, Burberry, Chanel and more.

Now, they get the coveted Apple stamp of approval, with their latest music video, for the song “ETA,” serving as an iPhone product demo as part of the marketer’s long-running “Shot on iPhone” campaign. 

The iPhone 14 Pro’s Action mode and Cinematic mode are put to the test in the music video, with their stabilizing features and smooth focus transitions helping to capture the band’s frenetic dance moves. The full video, directed by Wooseok Shin, is on YouTube here. Below is a 30-second cut.

 

The Apple project—which will include all sorts of behind-the-scenes content on NewJeans’ socials, in particular TikTok (where #NewJeans has more than 17 billion views)—follows the band’s involvement in Levi’s 150th anniversary earlier this year.

“It feels like [NewJeans] is coming from a unique place— from something that is kind of taking over the world, in a good way,” Chris Jackman, VP of global brand marketing at Levi’s, told Ad Age at the time. “When you see a band or talent like NewJeans and you see their relevance—both within social media, where fans are engaging with them, and in general—it becomes really obvious that this is the place to really press into.”