The iPhone camera is for everyone. Whether you’re an aspiring filmmaker, an established cinematographer or a mother of three, cutting-edge camera features and pro-grade video are just a few taps away.

Since 2019, Apple has been partnering with the biggest artists around the world to shoot and launch their music videos, proving the iPhone camera can keep up with the best of them.

The primary objective: make the iPhone camera famous for its pro capabilities amongst the masses, while also aiming to inspire creators/directors to use iPhone on their next shoot.

Give music videos a whole new lens by creating groundbreaking music videos, shot entirely on iPhone. We partnered the iPhone with some of the worlds most iconic artists (Global sensation Olivia Rodrigo, K-Pop stars NewJeans and Vietnams beloved tlihn) to not only shoot music videos, but give aspiring artists the blueprint through bespoke BTS and social content that showed the phone in action.

For authenticity, the music video was uploaded on the artists channel. To guarantee iPhone got credit, before each music video, a pre-roll ad would show BTS content. Using artists social channels and the @apple instagram following of 34M strong, we teased more of the BTS to inspire others to try to recreate shot for shot.

To prove to the masses that iPhone is in the music video business, credibility and scale is everything. iPhone isn’t just shooting a music video, it’s shooting music videos for the biggest stars around the world who need these films to promote new albums, their artistic vision and their brand. First, we identified partners on the verge of breakout moments like Olivia Rodrigo dropping her hotly anticipated sophomore album, NewJeans becoming the next face of K-POP or Selena Gomez dropping her first single for her first album in five years. Second, we developed bespoke launch plans that took advantage of the star’s massive social following of fans and compelled publications to write about it.

While prepping to capture each music video, we crafted a bespoke social strategy to extend storytelling on both the artists' and @apple handles.

“Shot on iPhone” is, at it’s core, a product-demonstration campaign, pure and simple. With iPhone camera features front-and-center, these assets should feel like bonus, education-first extensions of each video.

First, a series of reels and stories on @apple using music video BTS, explaining how the Director and DP put iPhone’s newest features to use. The Olivia Rodrigo BTS reel was posted on iPhone 15's launch day, resulting in the most viewed @apple post ever.

Plus Instagram carousels with photos taken of and by the artists. The Olivia selfie went crazy.

Finally, TikTok creators shot extensions centered around camera features present in the music videos. With every supporting asset on social, the partnership between artist and iPhone was in perfect harmony.

2.7 billion views across all music videos.

Selena Gomez


- #1 trending video in YouTube for 2 consecutive days


- 300M organic views on Vevo to date


- 35% campaign reach against 18-34s, higher reach than all TV programs in one week

Lady Gaga


- #1 trending video in YouTube on premiere day


- 120M organic views on Vevo to date


- 1.5M Twitter/ X mentions on premiere day (@vevo)

Olivia Rodrigo


- 66M owned views on Apple Channels + 61M views on Olivia’s channels


- Oliva’s channels provided a 35% lift in organic brand views during the launch of iPhone 15

New Jeans


- #1 trending video in YouTube South Korea


- Over 700 press reports across Korea, US, Japan, China and South East Asia


- 10M views in 72-hours

Tlinh


- Campaign reached 81% of all YouTube users


- #4 most watched music video in Vietnam in 2023