iPhone: Action Mode
Award: Graphite Pencil
Graphite Pencil / Sound Design & Use of Music / Existing Music / 2023
In Apple's commercial, the marauding synth line of Get Out My Way by Tedashii and Lecrae dials up the tension ahead of a field day race. An iPhone-wielding mother gets into position on the sidelines. Her son nods at her confidently. The whistle blows as the track's vocals scream: 'I need my space!' The kids burst off the starting line as his mother follows alongside, stopping at nothing to get the shot. The track scores the chaos as she elbows parents out the way, yet the footage of her son coming in first place is surprisingly smooth thanks to the camera's Action Mode feature.
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