Apple has released a moving film showing how its iPhone 16 Pro can help users with Parkinson’s capture their memories.
Created by TBWA\Media Arts Lab LATAM and directed by Renato Amoroso the film captures the intimate stories of four individuals navigating life with Parkinson’s, showing how technology designed for everyone can be transformative for some.
In Cornwall in the UK, filmmaker 38-year-old Brett shares how he can get back behind the camera thanks to the iPhone’s Action Mode. The campaign captures a beautiful moment: Brett recording his son Dexter riding a bike for the very first time. It’s the first stable video Brett has made since his diagnosis.
In New York, mother and daughter Marie and Bette were both diagnosed with Parkinson’s around the same time, despite their 30-year age gap. Bette uses the iPhone to surprise 94-year-old Marie with a heartfelt birthday film, capturing moments that would have otherwise been too difficult to record.
Also in New York, Brazilian creative Ellen records her partner Renata’s surprise marriage proposal. Using Voice Control and Action Mode, she captures the proposal and later shares the footage with friends and family at their wedding party.
