The brief was ambitious: showcase the Apple Music Super Bowl Halftime Show like we’ve never seen it before and shoot it all on iPhone.

With the iPhone 15 Pro serving as Apple’s most cinematic camera yet, we wanted to push it to its limits on music’s biggest stage, bringing a new perspective to a familiar show.

Traditionally, live performances are tailored for traditional broadcast and stadium cameras, resulting in a predictable viewing experience. However, our ambition transcended the norm. We sought to redefine live entertainment, presenting audiences with a dynamic and cinematic perspective previously unseen. We not only aimed to elevate the art of performance but also to showcase the unparalleled professional quality of the iPhone through rehearsal and live show footage.

R&B’s biggest star. Music’s biggest stage. iPhone’s biggest moment.

In this film, viewers get a front-row seat to Usher’s epic Super Bowl LVIII Halftime Show performance. An intense 30-day journey, captured by over 40+ iPhones rigged in extraordinary ways, we watch as Usher and his dedicated team work day and night to craft the perfect performance—one that celebrates his 20 years of chart-topping hits. From nailing the choreography to fine-tuning the tracklist to honoring eras and cultures, we get a never-before-seen look into the process behind a performance of a lifetime.

With the Super Bowl Halftime always captured from the same angles built for broadcast, this year, we dared to switch things up and bring an all-new perspective and viewing experience through the lens of iPhone 15 Pro. A camera designed to bring viewers closer to the moment than ever before.

The goal was to bring Shot on iPhone onto the world's biggest stage with an intimate, exciting, and unprecedented look at the Super Bowl Halftime show.

We wanted to highlight iPhone 15 Pro's incredible camera capabilities to new audiences by showing up on the biggest night in culture. We harnessed the power of Apple's full brand ecosystem for a 360 approach and tapped into our partnerships with Apple Music, the NFL and Usher to penetrate new audiences across social. Through capturing the emotion, scale and drama of the haltime show, we wanted to show Apple fans, football fans, and music fans alike what's possible with the phone in their pocket.

Filmed entirely using over 40 iPhones and spanning more than 1600 hours of footage, this project presented an unprecedented creative and production challenge. The tight five-day editing timeline called for meticulous planning, with each day beginning with rigorous rehearsals for both performers and iPhone placement. From mounting phones onto backup dancers to integrating them into stage equipment, every detail was executed to maximize the little time we had..

The result? A compelling 10-minute documentary chronicling Usher’s journey to the Super Bowl Halftime Show, released online and on Apple Music. This journey was marked by pain, passion, and an unwavering commitment to delivering an unforgettable performance. The documentary showcased entirely new angles not seen in the broadcast feed, providing viewers with a fresh perspective on the epic show.

An incredible campaign was met with equally incredible results. We garnered over 23.5 million views across Apple and Usher channels. We also got the people talking and interacting with a grand total of 404k engagement—likes, comments, saves and shares.

The impact of the work was also impressive. We saw a 57% year-over-year increase in conversation about Apple and reached followers outside of our existing community on Instagram (61%). Not to mention, we amassed over 674k hours of total watch time—28,083 days.

The film also impacted our brand perception by showing new audiences where iPhone can go when shooting films, differentiating it from other cameras on the market.