Olivia Rodrigo Rocks Out for Apple's New iPhone 15 Pro Max
Apple intros its iPhone 15 Pro Max with righteous attitude and power chords courtesy of Grammy winner Olivia Rodrigo. She stars in a fresh clip hyping the handset, which was unveiled today during a gala event held at Apple's Cupertino, Calif., HQ.
An in-house team plus TBWA\Media Arts Lab, director Jack Begert and DOP Xiao "X" Liu worked on this latest "Shot on iPhone" project. Rodrigo performs the hard-edged track, "Get Him Back!"
At one point, multiple Olivias march down the street, like a musical mini-army, bent on revenge and reppin' brand.
It's artsy, aggressive and appealing—both the song and presentation—not unlike Apple's recent "Shot on iPhone" outing with K-pop group NewJeans. Both videos spin revenge scenarios and boast pointed lyrics, providing added bite for Apple.
Here's some BTS footage from Rodrigo's shoot:
"For this video, we're doing a lot of advanced camera moves to create energy. I was impressed with the quality of the footage," says Begert. "Hearing about the 5x zoom on iPhone 15 Pro Max made me really excited."
Liu adds: "It takes a lot of time on set to switch lenses between shots, but iPhone 15 Pro has seven lenses in one package. With just a few taps on the screen, I save time and get what I need in sharp resolution."
Sounds like some groovy enhanced functionality.
Of course, as we learned in this Back Market campaign spoofing Big Tech, refurbished devices are cheaper—the iPhone 15 Pro Max starts at $999—and better for the planet, too. Still, seven lenses!
Apple's effort drops today across major social platforms.