TBWA\Media Arts Lab Goes Behind the Scenes of Olivia Rodrigo’s ‘Shot on iPhone’ Music Video

After Apple’s ‘Wonderlust’ event on September 12th, the tech giant announced its first ‘Shot on iPhone’ campaign using the iPhone 15 Pro and iPhone 15 Pro Max - a new music video and behind-the-scenes content with Grammy-winning singer-songwriter Olivia Rodrigo.

Setting out to reinforce the cinematic power of the iPhone, the digital and social content for the campaign, as well as a 30-second behind-the-scenes TV spot, were created by TBWA\Media Arts Lab to accompany the music video.

In the social videos and TV spot, the music video’s director, Jack Begert, and director of photography, Xiao 'X' Liu, share an inside look into how the ‘get him back!’ video was filmed and reveal tips and tricks for how to use the iPhone 15 Pro’s camera capabilities. The campaign will appear on @apple, @applemusic, @oliviarodrigo on Instagram, @apple on TikTok, and YouTube.

As well as the behind-the-scenes reel on Apple’s instagram page, TBWA\Media Arts Lab created the ‘Tap to explore iPhone 15 Pro Features on set with Olivia Rodrigo’ Instagram story and another behind-the-scenes reel for Apple Music’s Instagram page too. 

The music video itself was created entirely between Olivia Rodrigo and Apple, and showcases the upgraded features of the iPhone 15 Pro Max, including the new 5x zoom Telephoto camera and the new USB-C connector that allowed them to export ProRes footage directly to an external hard drive. 

"For this video, we're doing a lot of advanced camera moves to create energy. I was impressed with the quality of the footage," said director Jack Begert, in an Apple announcement for the video. "Hearing about the 5x zoom on iPhone 15 Pro Max made me really excited."

In TBWA\Media Arts Lab’s social videos, the director and DoP delve further into how Log encoding and the phone’s support of ACES (Academy Color Encoding System) - a global colour standard for major movie productions - makes the new phone and its ProRes software more powerful than ever - among other features that brought the music video to life.