IPhone 12 Pro ad shows Hollywood magic in the palm of your hand

Kim Gehrig directs spot with Oscar-winning DP Linus Sandgren behind the camera and orchestral score from Danny Elfman

Published On
Oct 26, 2020

Editor's Pick

A sweeping new spot for the Apple iPhone 12 Pro shows the device in the hands of everyday users in all kinds of terrain capturing every kind of cinematic scene and genre—nimble dance moves, chases aplenty (involving humans, horses and cars), swooping cityscape shots, a stairwell plunge and even a P.O.V. from six feet under. 

The ad aims to show how the new iPhone puts a Hollywood-worthy tool in the palm of your hand—that is, support for HDR video with Dolby Vision. The endline reads, "Make movies like the movies."

Somesuch's Kim Gehrig, who was behind the camera for Apple's dreamy AirPods ad, returned to direct, along with cinematographer Linus Sandgren, who won the Oscar for “La La Land” and also directed photography on “First Man” and “American Hustle.” Danny Elfman (“The Nightmare Before Christmas,” “Milk,” “Dumbo”) elevated the story even further with a triumphant orchestral score that was recorded live, but socially distanced, at Abbey Road studio in London.