Grammy-winning artist The Weeknd just released the music video for his newest single "Dancing in the Flames," which was shot entirely on Apple's iPhone 16 Pro.
Promoting the release of the tech giant's latest smartphone, the music video was shot by cinematographer Erik Henriksson and made in collaboration with Apple's in-house creative team and TBWA\Media Arts Lab.
A 60-second cut of the music video was posted by Apple ahead of the full music video, which The Weeknd will release on Friday.
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The video has been viewed over 1.1 million times on YouTube in just two days.
Aiming to highlight the iPhone 16 Pro's 48-megapixel fusion and 48-megapixel Ultra Wide Cameras, the film is also a testament to the phone's editing and post-production capabilities, courtesy of Apple ProRes Log.
The album artwork for the single was also taken with an iPhone.
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Running across broadcast TV and social, fans can expect the song and video to be released on YouTube and Apple Music.
A supporting social campaign will also include organic and digital efforts.
The Weeknd is well-known for his visually appealing music videos, and this new collaboration with Apple is no exception.
The film highlights how crucial video production is in attracting people to purchase a product. In this case, Apple capitalizes on The Weeknd's popularity and known aesthetics by showcasing the iPhone 16 Pro's technical capabilities.
'Dancing in the Flames'
The music video preview begins within the screen of a phone, which zooms out to reveal that the MV is shot on an iPhone 16 Pro.
Putting on his sunglasses, The Weeknd hops in a car to drive through a foggy and snowy night.
With dramatic blue and orange lighting, the film highlights the iPhone's crisp video quality.
Apple also released a nearly three-minute video documenting the filming process.
Narrated by Henriksson, it gives fans an inside look into how the team was able to "slow down reality" with the help of iPhone's technology.
Apple's long-running "Shot on iPhone" campaign revolutionized the smartphone industry with its artistic merit and creative execution. Last month, the tech giant commissioned a Mexican short film for the campaign to highlight Latin culture.
Meanwhile, The Weeknd collaborated with Fortnite earlier this year, joining the game's virtual music festival as a headliner.
Editing by Katherine 'Makkie' Maclang
