Apple is promoting the iPhone 7’s new features with “Practically Magic”, an advertising campaign centered on television commercials with remarkable cinematography. “Midnight” shows a young man on a skateboard capturing the night life of Los Angeles, moths, lawn sprinklers, a deer, courtesy of the iPhone 7’s low-light camera capacity. “Morning ride” features a cyclist preparing to brave the storms outside his home, with his water resistant iPhone 7 attached to the front of his bike. “Balloons” promotes the iOS 10 expressive messages feature. Reminiscent of Albert Lamorisse’s 1956 short film “The Red Balloon”, the iPhone 7 Balloons commercial shows a helium-filled balloon joining others for a journey through forests, oceans and cities to deliver a message. The iPhone 7 Practically Magic campaign was launched on prime time television in the US during coverage of the 2016 Emmy Awards.
iPhone 7 Practically Magic Credits
The iPhone Practically Magic campaign was developed at TBWAMedia Arts Lab.
Midnight was shot by director Nicolai Fuglsig via MJZ with director of photography Jo Willems.
Music is “In a Blackout” by Hamilton Leithauser and Rostam (Midnight), “Thunderstruck” by AC/DC (Morning Ride), and “I Will Follow You” a version of 1963 Ricky Nelson by Toulouse (Balloons).
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