Apple has officially introduced its latest iPhone 15 Pro Max in a high-energy promotional video featuring Grammy winner Olivia Rodrigo. The handset was unveiled during a gala event held at Apple’s headquarters in Cupertino, California.
The “Shot on iPhone” project, created by Apple’s in-house team in collaboration with TBWA\Media Arts Lab, director Jack Begert, and Director of Photography Xiao “X” Liu, showcases Rodrigo performing the hard-edged track Get Him Back.
In the video, multiple Olivias are seen marching down the street, creating a musical mini-army with a vengeful attitude while representing the Apple brand.
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The video combines an artsy and aggressive presentation, aligning with the recent “Shot on iPhone” campaign featuring K-pop group NewJeans. Both videos share revenge-themed scenarios and feature pointed lyrics, adding a captivating edge to Apple’s marketing. Watch below:
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Begert shared his thoughts on the project, saying, “For this video, we’re doing a lot of advanced camera moves to create energy. I was impressed with the quality of the footage. Hearing about the 5x zoom on iPhone 15 Pro Max made me really excited.”
Liu highlighted the convenience of the device, stating, “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.”
The promotional effort for the iPhone 15 Pro Max was launched on major social platforms, demonstrating the device’s enhanced features and functionality.
While the iPhone 15 Pro Max starts at $999, it’s worth noting that refurbished devices, as promoted in a recent Back Market campaign spoofing Big Tech, offer a more cost-effective and eco-friendly option for consumers.
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