During Apple’s “It’s Glowtime” keynote presentation yesterday, viewers got a behind-the-scenes look at the making of The Weeknd’s new music video ‘Dancing in the Flames,’ a new Shot on iPhone campaign via Apple and TBWAMedia Arts Lab, shot entirely on the just-announced iPhone 16 Pro.
The campaign will air in global markets including Australia, USA, UK, Brazil, Mexico, India, China, Canada, France, Italy, Germany, Spain, Indonesia, Chile, Turkey, Thailand, Malaysia and Singapore.
Set out to reinforce the cinematic capabilities of iPhone 16 Pro, The Weeknd’s full music video will officially launch this Friday (09/13) on The Weeknd’s YouTube channel.
The behind-the-scenes of “Dancing In The Flames” highlights the professional creative tools available on iPhone 16 Pro including the ability to record in 4K 120fps, a first for iPhone that brings even smoother and more cinematic slo-mo capabilities. 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.
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.
A hallmark of The Weeknd’s visual presentation, 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 color in post-production.
Says Erik Henriksson, DOP: “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.”
The single ‘Dancing In The Flames’ cover photo was also shot using iPhone 16 Pro (pictured below).
Says Eddy Chen, photographer: “I love shooting portraits on the iPhone 16 Pro. You can get really close to the subject, become really intimate. 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 campaign will appear on Broadcast TV, @apple, @applemusic, @theweeknd Instagram, YouTube and across social.
Agency: Apple and TBWAMedia Arts Lab
Director: Anton Tammi
Production Company: Cadence Films
Postproduction Company: Pariah Creative, Monumental FX
Editorial: Exile
Director of Photography: Erik Henriksson
