Three men are drinking beer and looking under the hood of a car in a driveway in a suburban neighborhood. One man notices a fluffy white dog and offers “Come here and I will rub your fluffy white belly.” A giant can of Milwaukee’s Best Light falls from the sky and crushes him as a narrator explains “Men should act like men.”
CreditsAgency: Mother Linus Karlsson and Paul Malmstrom, creative directors; Rob Baird, art director; Dave Clark, Ann Mason and Allon Tatarka, copywriters; Margaux Ravis, producer. Production Company: Rupert Stow Associates John O'Hagan, director; Ellen Kuras, DP; JD Davisson, line producer; Jules Daly, managing director. Shot on location in the Los Angeles area. Editorial: Cut + Run, NY Mike Douglas, editor; Susan Willis, producer. Postproduction: The Mill New York Jamie Scott, Westley Sarokin, Angus Kneale and David Parker, Flame artists; Tara DeMarco, Combustion artist; Wendy Garfinkle, VFX producer; Fergus McCall, telecine artist; Alex Maxwell, assistant telecine artist; Angela Botta, telecine producer. Audio: Sound Lounge Tom Jucarone, 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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