Behind Apple’s Shot on iPhone Music Video with Wren Evans
Directed by C Prinz with choreography by Tyrik Patterson (the master behind Beyoncé’s NFL Halftime show), Apple’s second ‘shot on iPhone’ campaign for Vietnam captures pride in Vietnamese creativity and stars gen z singer-songwriter Wren Evans.
Inspired by Wren’s aesthetic and conceptual thinking, the film showcases some of the iPhone 16 Pro’s latest camera features such as slow motion and action mode, through just one dance shot three different ways on the iPhone.
In this interview, LBB’s Sunna Coleman hears from the TBWA\Media Arts Lab Singapore team behind the work who share their vision for the film, how they incorporated each feature from the phone, and a curious Vietnamese superstition that came to light on set…
LBB> Tell us about the concept and why Wren Evans was the perfect fit.
TBWA\Media Arts Lab Singapore> We wanted to find a way to showcase iPhone 16 Pro’s latest camera features – action mode, 5x zoom and enhanced 4K slo-mo. We tapped into the heart of the nation’s pop culture – dance – and landed on the idea of making a ‘shot on iPhone’ music video, putting choreography at its core. One dance, shot three different ways with the latest iPhone features. There was no one better to partner with than Vietnam’s gen z star, Wren Evans, known for his own musical versatility and ability to shape-shift into different personas.
LBB> What was the look and feel you were trying to achieve?
TBWA\Media Arts Lab Singapore> The inspiration for the tone and style of the film came from Wren’s incredible aesthetic sensibilities and ability to make adventurously conceptual films. He introduces his fans to new worlds, avant-garde styles and eccentric fashion.
We used iPhone 16 Pro’s range of camera features to inspire different visual styles, where changing aesthetics became the aesthetic. In particular, slo-mo, which heavily inspired the wide variety of lightweight textures and materials across that scene.
LBB> What was the collaboration with director C Prinz and choreographer Tyrik Patterson like?
TBWA\Media Arts Lab Singapore> We were so thankful we got the opportunity to collaborate with C Prinz, Tyrik and their entire team - it was a dream come true. They are humble, hardworking and extremely talented. Their vision was clear and artistically executed throughout the entire production process.
LBB> The project was filmed in Vietnam – tell us about the locations scouted.
TBWA\Media Arts Lab Singapore> We wanted to lean into simple everyday locations, scenarios and scenes that felt familiar but created a cinematic foundation for our film to unfold. Each location was designed and selected with a specific iPhone mode in mind - becoming a visual vehicle and aesthetic of its own. For instance, the derelict warehouse housed expansive spaces that allowed us to optimise the stabilisation qualities of action mode as Wren and motorbikes traversed its terrain.
LBB> What was the most enjoyable part of the production process for you?
TBWA\Media Arts Lab Singapore> ‘Shot on iPhone’ projects take a village and having that collective spirit on set is always a special moment. Seeing everyone come together felt like a true reflection of the communal values that are at the heart of Vietnam’s creative culture.
LBB> What was your reaction to the finished film and what is your favourite scene?
Andy Jordan, creative director> The slo-mo scene has to be my favourite. Not just for its artful and poetic culmination of the music video, but as a testament to why we make ‘shot on iPhone’ films. This year, iPhone upgraded its slo-mo capabilities to 4K 120fps and this scene was a beautiful product demonstration of that.
LBB> Any other interesting production insight to share?
Andy Jordan, creative director> In Vietnam, it’s bad luck to eat bananas on set. I found this out the hard way after eating a banana for breakfast, later causing torrential downfall and flooding on set.
