The Weeknd Crafts Dreamlike Sequences for Shot on iPhone Music Video

Apple takes viewers behind the scenes at the making of The Weeknd’s new music video ‘Dancing in the Flames,’ during ‘It’s Glowtime’ keynote presentation. The new Shot on iPhone campaign from Apple in-house and TBWA\Media Arts Lab shot entirely on the just-announced iPhone 16 Pro.

The film sets out to highlight the cinematic capabilities of iPhone 16 Pro.

The behind the scenes film highlights the creative tools available on iPhone 16 Pro. Shooting in 4K 120fps gave director Anton Tammi and cinematographer Erik Henriksson the flexibility to slow down footage after it was shot to create a moody, atmospheric and innovative production that is characteristic of the artist.

The music video features neon lights, dreamlike sequences, and a blend of retro and modern aesthetics made possible by features such as the new 48MP Fusion and 48MP Ultra Wide cameras and Apple ProRes Log, granting more flexibility to explore colour in post-production.

“The new features in the iPhone 16 Pro make it a filmmaking powerhouse. You stop thinking about it just being an iPhone and you treat it like a normal camera,” states Erik Henriksson. 

Last week, The Weeknd revealed the title of his forthcoming album, ‘Hurry Up Toxmorrow,’ which marks the culmination of his acclaimed trilogy. Following ‘Dawn FM’ and ‘After Hours,’ this album is set to elevate his artistic narrative, encapsulating existential and self-referential themes that have captured the imagination of fans. The anticipation surrounding this final chapter is palpable, as it promises to be a powerful testament to The Weeknd's evolution as an artist.

The single cover photo was shot using the iPhone 16 Pro. “I love shooting portraits on the iPhone 16 Pro. You can get really close to the subject, become really intimate,” explains photographer Eddy Chen. "With the new Photographic Styles you can dial back contrast, you can punch it up if you need, and it’s super helpful to just to see it as you’re shooting.” And “with the new Camera Control, all the pro-settings are now at your fingertips.”

The social-led campaign will include a series of organic, digital, and social executions featuring iPhone 16 Pro demonstrations and the music video's behind-the-scenes content featuring Erik Henriksson, Eddy Chen and The Weeknd. 

The music video itself was created by Apple in-house.