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Creative

A Tiny Glance Unlocks Anything and Everything in New Apple Ad

Dougal Wilson helms super fun spot for the iPhone X

A Tiny Glance Unlocks Anything and Everything in New Apple Ad

Apple has launched a new spot for its iPhone X, directed by Dougal Wilson. 

The minute-long film opens with a high school kid unlocking her iPhone by looking at it - a promotion of its facial recognition technology. But that’s only where the fun begins with ‘Unlock’. 

Soon she is unlocking rows of lockers, sending balls flying in the gym, causing paint to explode in the art department and causing havoc with frogs and all manner of things in a science lab. 

The spot’s conclusion goes down outside in the parking lot and is a fitting finale for an ad that’s boasts equal part fun and functionality. 


The music was produced by Pete Cannon, who worked with Felt Music throughout the project. Pete’s name in synonymous with hip hop in the UK and has collaborated with the likes of Ocean Wisdom, Action Bronson, Del The Funky Homosapien and Rizzle Kicks, on their top five hit ‘Lost Generation’. 

The track ‘Bang Bang’ features a sample of ‘Meri Nazar Hai Tujh Pe’, taken from the Bollywood movie Burning Train and composed by R. D Burman. Felt Music worked with Saregama PLC to clear the sample, and the single of the track was released online with the commercial through Blurred Recordings. The Single can be purchased on iTunes and Remix and a full vocal version is to be released soon.
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Production Company

Director: Dougal Wilson

Client

Brand: Apple

Category: Consumer Electronics , Phones

Genre: Action , In-camera effects , People , Visual VFX