Apple pulled up heavy with their new iPhone Pro 16 campaign and tapped straight into skateboarding culture.
Thrasher’s editor-in-chief Michael Burnett shot FA World Entertainment’s pro skater Elijah Berle hitting a frontside nosebluntslide. No studio edit, just real street skating caught in the corporate manner.
The campaign shows off Apple’s new Clean Up tool. Anybody who’s filmed skating knows how it goes. You finally get the clip or the photo and something random messes it up. A car in the back, trash on the ground, or a stranger walking through.
With this tool you can erase all that and keep the spotlight on the trick.
Apple’s caption kept it short: “Don’t blink. Commissioned by Apple. The perfect shot can happen in a split second. The Clean Up tool makes it easy to remove distractions from photos, keeping the focus on the moment that matters.”
They tagged Burnett, used #ShotoniPhonePro16, and backed it up with the track Lift Off by Paris Texas to give the clip more weight.
Burnett has been documenting skating for years and always keeps it raw. Berle has the type of style that makes any trick look heavy.
Putting them together makes the whole campaign feel more like something you would see in a skate mag than a phone ad.
Apple came through with a statement on this one. The iPhone Pro 16 ain’t just another phone, it is a piece built to catch the tricks.
Apple Posted:
"Don’t blink. Commissioned by Apple.
The perfect shot can happen in a split second. The Clean Up tool makes it easy to remove distractions from photos, keeping the focus on the moment that matters.
“There’s a lot of power packed into that one feature.” #ShotoniPhonePro16 by Michael B. @burnout
Music: ‘Lift Off’ by @paristexas"