Even though I’m not an Apple fangirl, I have to admit that the iPhone has come a long way when it comes to camera capabilities. It’s the only smartphone that supports Dolby Vision, so Apple wanted to demonstrate what it can do. In this one-minute ad, you can see a preview of all the crazy, creative, and unexpected ways an iPhone 12 Pro can be used in a Hollywood movie.
The video shows a wide range of shots: low-angle shots of dancers, swooping cityscape shots, chasing shots, a stairway plunge (with the fishing rod trick)… Even a shot from inside a grave! Apparently, the aim of the ad is to promote iPhone 12 Pro’s video capabilities and suggest that it’s a Hollywood-worthy tool. In fact, there was also a Hollywood crew working on the ad: director Kim Gehrig, cinematographer Linus Sandgren (La La Land, First Man, American Hustle), and composer Danny Elfman (The Nightmare Before Christmas, Milk, Dumbo).
If an iPhone gets used in a Hollywood movie, it won’t be a new idea. In 2015, a feature-length film Tangerine was shot entirely on the iPhone 5S. In 2019, this iPhone became a part of the Academy Museum. But since there have been many improvements between the iPhone 5 and 12 Pro, I believe there will be more movies shot entirely on an iPhone.