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Branded Entertainment
Documentary Short Film

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Entrant: TBWA\Media Arts Lab, Los Angeles
Brand: Apple
Title: "Shot on iPhone - Usher Super Bowl"
Corporate Name of Sponsoring Client: Apple
Client Company: Apple
Media Company: OMD , Los Angeles
Agency: TBWA\Media Arts Lab, Los Angeles
Global Chief Creative Officer: Brent Anderson
Executive Creative Director: Greg Greenberg
Creative Director: John Finely
Associate Creative Directors: Carlyle Garrick/Geovanny Panchame
Senior Copywriter: Zoe Greenblatt
Senior Art Director: Belise Thomas
Agency Head of Design: James Taylor
Agency Global Chief Production Officer: Brian O'Rouke
Agency Executive Producer: Ian Kelly
Agency Producer: Adam Sarraga
Agency Assistant Producers: Nathan Galligani/Rachel Siegel
Agency Editors: Sean O'Brien/Mandy Wong
Agency Music Director: Josh Marcy
Agency Music Supervisor: Marielle Te
Agency Music Coordinator: Gio Thomas
Agency Chief Strategy Officer: Beth Keamy
Agency Account Executive: Miranda Carr
Agency Account Supervisor: Roxanne Baker
Agency Group Account Director: Dan Wallace
Agency Account Director: Andrew Collins
Agency Executive Strategy Director: Phillip Lee
Agency Senior Strategist: Abby Sisk
Agency Interactive Strategist: Sally McGrath
Agency Global Chief Communications Officer: Lu Borges
Agency Communications Manager: Daniella Morrison
Production Company: HPLA
Director: Mike Carson
Executive Producers: Ryan Hahn/Laney Camenga
Edit Facility: Cartel
Editors: Kyle Valenta/Dan Sherwen
Color Company: TRAFIK
Sound Design Companies: Model Citizen, Formosa
Design Director: Lara Juriansz
Senior Designer: Jackie Rodriguez

Description:
The Super Bowl stands as a cultural phenomenon in America, boasting an astonishing 123.7 million viewers in its latest installment, making it the most-viewed program in US history. At its heart lies the halftime show, a spectacle where one artist commands the grandest stage in music.

This year, that spotlight shone brightly on none other than Usher, heralded as the king of R&B.

In a groundbreaking collaboration, Apple Music has stepped in as the official sponsor of the Super Bowl halftime show, aiming to revolutionize the viewer experience.

Our mission? To immerse music enthusiasts in an unprecedented journey behind the scenes, offering an intimate glimpse into every facet of the performance's creation, from the intense rehearsals to the electrifying final act—all captured through the lens of the iPhone 15.

The brief was ambitious: showcase the Apple Music Super Bowl Halftime Show like we’ve never seen it before and shoot it all on iPhone.

With the iPhone 15 Pro serving as Apple’s most cinematic camera yet, we wanted to push it to its limits on music’s biggest stage, bringing a new perspective to a familiar show.

Traditionally, live performances are tailored for traditional broadcast and stadium cameras, resulting in a predictable viewing experience.

However, our ambition transcended the norm. We sought to redefine live entertainment, presenting audiences with a dynamic and cinematic perspective previously unseen.

We not only aimed to elevate the art of performance but also to showcase the unparalleled professional quality of the iPhone through rehearsal and live show footage.

Strategy & Insight The goal was to bring Shot on iPhone onto the world's biggest stage with an intimate, exciting, and unprecedented look at the Super Bowl Halftime show.

We wanted to highlight iPhone 15 Pro's incredible camera capabilities to new audiences by showing up on the biggest night in culture.

We leveraged the power of Apple's full brand ecosystem for a 360 approach and tapped into our partnerships with Apple Music, the NFL and Usher to penetrate new audiences across social. Through capturing the emotion, scale and drama of the half-time show, we wanted to show Apple fans, football fans, and music fans alike what's possible with the phone in their pocket.

Creative Ideas R&B’s biggest star. Music’s biggest stage. iPhone’s biggest moment.

In this film, viewers get a front-row seat to Usher’s epic Super Bowl LVIII Halftime Show performance. An intense 30-day journey, captured by over 40+ iPhones rigged in extraordinary ways, we watch as Usher and his dedicated team work day and night to craft the perfect performance—one that celebrates his 20 years of chart-topping hits.

From nailing the choreography to fine-tuning the tracklist to honoring eras and cultures, we get a never-before-seen look into the process behind a performance of a lifetime.

With the Super Bowl Halftime always captured from the same angles built for broadcast, this year, we dared to switch things up and bring an all-new perspective and viewing experience through the lens of iPhone 15 Pro. A camera designed to bring viewers closer to the moment than ever before.

Craft & Execution Filmed entirely using over 40 iPhones and spanning more than 1600 hours of footage, this project presented an unprecedented creative and production challenge.

The tight five-day editing timeline called for meticulous planning, with each day beginning with rigorous rehearsals for both performers and iPhone placement. From mounting phones onto backup dancers to integrating them into stage equipment, every detail was executed to maximize the little time we had.

The result? A compelling 10-minute documentary chronicling Usher’s journey to the Super Bowl Halftime Show, released online and on Apple Music. This journey was marked by pain, passion, and an unwavering commitment to delivering an unforgettable performance.

The documentary showcased entirely new angles not seen in the broadcast feed, providing viewers with a fresh perspective on the epic show.

Result An incredible direct response campaign was met with equally incredible results. We garnered over 23.5 million views across Apple and Usher channels. We also got the people talking and interacting with a grand total of 404k engagement—likes, comments, saves and shares.

The impact of the work was also impressive and we inspired action from our target audience. We saw a 57% year-over-year increase in conversation about Apple and reached followers outside of our existing community on Instagram (61%). Not to mention, we amassed over 674k hours of total watch time—28,083 days.

Our targeted social film was a response to the Super Bowl Halftime Show and impacted our brand perception by showing new audiences where iPhone can go when shooting films, differentiating it from other cameras on the market.