The new Apple holiday spot, shot entirely on iPhone 13 Pro, “Saving Simon,” tells a heart-warming Christmas tale through tbwa\media arts lab.
The direction comes from Oscar-nominated father and son combo Jason and Ivan Reitman and highlights new features on the iPhone 13 Pro, particularly macro and cinematic modes.
Set to the tune of “You and I” by Valerie June, the new film tells the story of a young girl who builds a snowman at Christmas time and is determined to keep him alive all year around.
When the snowman begins to melt at the turn of the season, she stows him in the family’s freezer, periodically checking on him throughout the year.
Winter arrives again and the snowman is planted in the front yard once again, but he is pulverised by a kid on a bike riding by.
The family then begins to rebuild him, keeping the holiday spirit alive.
Jason said: “This is the greatest moment of all time to want to be a filmmaker.
“If you want to write stories, you pick up a pencil. If you want to write songs, you pick up a guitar. And if you want to make movies now you can just pick up an iPhone.
“This storytelling device is just sitting there in your pocket. It gives us a chance to tell stories no matter where you grow up and allows everyone to see stories from other cultures which brings us all closer.”
Ivan added: “It’s a lot of fun today. You could really try anything and do something that’s really professional with the iPhone.”
The film will be released as :60 version for broadcast and online TV, with a longer form film on YouTube.
:15 and :6 feature-specific shorts will run on digital and social alongside a behind the scenes look at the making of “Saving Simon” to feature on YouTube and @apple.
Agency: TBWA\Media Arts Lab
Directors: Jason Reitman and Ivan Reitman
DP: James Whitaker
Production Company: Bob Industries
Music: Valerie June “You and I”
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