Film > Culture & Context

ALBUM COVER (LONGFORM)

APPLE, San Jose / APPLE / 2024

Awards:

Silver Cannes Lions
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Film

Overview

Credits

Overview

Why is this work relevant for Film?

‘Album Cover’ promotes a 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.

Please provide any cultural context that would help the Jury understand any cultural, national or regional nuances applicable to this work.

Music bands are notorious for fighting over who gets to be in the spotlight. In this film for the latest Portrait feature on iPhone 15, we find bandmates arguing over who should be the main focus of their new album cover photo.

Write a short summary of what happens in the film

In Album Cover, we see bandmates arguing over who should be the main focus of their new album cover photo.

Their creative differences, and grievances, are fulled by the new Portrait feature on iPhone 15 that lets them shift the focus to themselves with a simple tap.

Background:

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.

Describe the Impact:

Apple doesn’t provide sale numbers.

Please tell us about the humour insight that inspired the work.

In the world of rock and roll music, infighting is as ubiquitous as a casual heroin habit.

What makes this script’s particular take on that idea so funny is the pitch perfect passive-aggressiveness on display. There is nothing funnier than watching someone trying and failing to hide what they’re really thinking. Comedy is conflict, and much of the fun of this particular scene will be playing with the subtext amongst our bandmates – the way “I love that” actually means “I hate that,” or even “I hate you,” and that’s just so *chef’s kiss.* No matter what vaguely polite words are tumbling out of Will or Chloe’s mouth, what they’re really saying is “I’m the fucking backbone of this band and your greatest contribution is not dropping the goddamn guitar on stage. Oh wait, you did that last night, didn’t you, you absolute muppet.” They’re just saying it reallllllyyyyyy nicely.

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