The commercial begins with a series of people having homey and happy moments with a large egg. It goes on family vacations, and is carried along the beach by children, tags along for piano lessons, goes on car trips, splashes around in pools, and gets bedtime stories. After several of these playful family scenes, a narrator explains that "there is a better way to care for your nest egg, with objective financial advice by A.G. Edwards." In the concluding screen, an animated egg falls onto the A.G. Edwards logo and is cushioned by it.
CreditsAgency: Carmichael Lynch Peter McHugh, chief creative officer; Tom Camp, creative director/copywriter; Jason Smith, art director; Lisa Norman, producer. Production Company: Park Pictures Lance Acord, director/DP; Jackie Kelman Bisbee, executive director; Deannie O'Neil, line producer. Shot on location in Los Angeles. Editorial: Spot Welders Inc. Eric Zumbrunnen, editor (He has since joined Final Cut, Santa Monica); David Glean, executive producer. Postproduction: Company 3 Los Angeles Stefan Sonnenfeld, colorist; Missy Papageorge, producer. Visual Effects: Digital Domain, Inc. Fred Raimondi, visual effects supervisor; Lisa Beroud, producer. Music: Mit Out Sound/M.O.S. Ren Klyce, composer; Misa Kageyama, executive producer. Audio: Lime Studios Loren Silber, mixer
Apple, Director Aoife McArdle “Capture” Cinematic Slow-Motion Filmmaking On iPhone 16 Pro
Aptly titled “Capture,” this spot from Apple’s in-house creative ensemble shows the high caliber mobile filmmaking of which the iPhone 16 Pro is capable. Directed by Emmy and DGA Award nominee (for Severance) Aoife McArdle via production company SMUGGLER--and lensed by cinematographer Edu Grau--the commercial captures the iPhone’s ability to record in 4K120fps ProRes and then adjust playback speed after capture in the Photos app to create cinematic slow-motion filmmaking. This breathtaking imagery is showcased in a wide range of circumstances--from epic action to intimate moments.
The tagline: “Hollywood in your pocket.”
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