For Album Cover, the brief was to write a film that communicated the new Portrait feature on iPhone 15 that lets you turn your photos into portraits after you take the shot. And for even more control, you can shift the focus between subjects.

We wanted to cast a credible ensemble who could feel like a band. Not caricatures.

The bulk of the spot is about the two alphas of the band being passive-aggressive towards each other. The front person could be a little brash, and the songwriting creative soul (they think) could be more hipster. They are not siblings, but should fight like it.

We started with people who had more of a “musician” look -- but quickly pivoted our search to preposterously good actors who could deliver the kind of subtext needed.

Because who is to say what a band is? And there is a lot we could do with hair, make-up and wardrobe.

Once we found our band we did a few reads together so they could build a bit of a banter and also prepared a bank of lines that they could use as material on the day.

Apple doesn’t provide sale numbers.