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17 September 2021

Handheld Hollwood.

by Andrew MacGregor

Apple iPhone: “Hollywood in Your Pocket” - 1 min 40s

Films like 'Unsane', 'Tangerine', and 'Romance in NYC' have all been shot on iPhone, so it's understandable that Apple would promote the device's on-set capabilities whenever possible. Cue this fetching effort from director Kathryn Bigelow, who flits between Westerns, action thrillers, war movies, and sci-fi horror in ninety seconds.

Aptly scored by Labrinth's 'Like a Movie', the ad manages a neat balancing act between events in front of and behind the camera. Bursts of smoke and other practical effects add texture to the otherwise sleek proposition, while the tagline invites those wary of cut-and-paste blockbusters to innovate on the go.

Film Production: Smuggler Ⓟ Ⓦ
Director: Kathryn Bigelow ♀ Ⓟ Ⓦ
Cinematographer: Greig Fraser
Music: Like a Movie - Labrinth

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