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Epic Slo-Mo: Apple iPhone 16 Rides With the Weeknd
Bringing his latest track to life
The Weeknd brings retro grooves, slo-mo stylings, a dope ride and buckets of rain to help Apple launch its iPhone 16.
“Dancing in the Flames” is the song, previewed in the :60 below, part of Apple’s long-running “Shot on iPhone” series.
Classic Weeknd: Both intense and laid back, dripping loads of dance-floor atmosphere. The full video drops on Friday.
Here’s the BTS reel, featuring director Anton Tammi and cinematographer Erik Henriksson:
“We wanted to do a music video shot in slow motion,” says the latter. He explains how the iPhone 16 “helped us to slow down reality” and create “epic shots” that flow with the beat.
And so, the team helped Apple click with a pop-cultural icon for another impressive product demo.
The tech titan explored similar ground with Olivia Rodrigo, Usher and New Jeans. Each initiative feels fresh and novel, with Apple tech amplifying the artists’ wildly different styles and personalities.
Of course, the company made some ad missteps this year, too. As you might recall, one was particularly crushing.
Here, it’s a relief to chill with The Weeknd’s funky feels.
Apple created the music video in-house. Also contributing to the campaign: TBWA\Media Arts Lab, Cadence Films, Pariah Creative, Monumental FX and Exile.
