Cannes Lions
APPLE, Cupertino / APPLE / 2021
Overview
Entries
Credits
Execution
The latest iPhone 12 Pro is the first camera phone to shoot in Dolby Vision 4k HDR in real-time. We were tasked to highlight that new feature with this film.
We used a variety of techniques from handheld, to gimbles, and even drones. We also utilized a variety of lighting from natural light for all the exterior scenes and minimal lighting for interiors. The size and simplicity of the device enabled Mr Lubezki to operate in ways he had not prior.
With its three lenses and incredible low light capabilities the iPhone 12 Pro was an amazing tool that surprised and delighted Mr Lubezki. As he says in the film: “The camera becomes an extension of your eye, of your body when you’re framing, when you’re composing. You don’t want to be thinking about technique when you are trying to capture life.”
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