In the minute-long spot, everything that’s photographed with the new iPhone XS Max grows to an enormous size, including a cat, an avocado toast, a corgi, a woman, a golf ball, a pot sticker, a cookie, a fish, and more.
AdWeek got the inside scoop on the ad, which was directed by John Hillcoat, who also directed Cannes Lions-winning film Corazón. The video uses the song “Catch My Breath” by Confidence Man.”
Since the launch of the iPhone XS and XS Max, Apple has shared several videos showing off the two new devices, including a guided tour, a feature video, a video focused on photography, and more.
Apple’s two new devices, which feature an upgraded A12 chip, better photography capabilities, Face ID, and more, launched last week and are now available for purchase online and in Apple retail stores.
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