Bella Ramsey Saves Awkward Everyday Moments with Apple Intelligence

Apple has announced the launch of its new iPhone 16 and iPhone 16 Pro with a new campaign starring 'Game of Thrones’ and ‘The Last of Us’ star Bella Ramsey. The campaign from TBWA\Media Arts Lab highlights the new iPhones Apple Intelligence.

Directed by David Shane cinematographer Erik Messerschmidt, the films centre on Apple Intelligence. The easy to use intelligence system understands personal context and can be helpful in those awkward everyday human moments we all find ourselves in.

The films demonstrate how Apple Intelligence tools can help with everyday human experiences, like forgetting someone's name, not having read an important email, or even needing to find specific photos or videos when you need them most. They feature Apple Intelligence updates like an even more capable Siri, email summarisation, and custom Memory movies.

The campaign will appear on broadcast, YouTube, online video, cinema in select markets, and social media.