Apple x 3: Bespoke

For the launch of the new iPhone 17, we were tasked with creating a film that highlighted its latest camera feature: Center Stage. A feature that automatically adjusts the framing based on how many people are in the shot. So how did we bring that to life? We turned it into a song — featuring the people most affected by bad framing: the too-tall teenager, the short king, and the triplets who never quite all make it into the picture. The film turned what could have been a subtle product update into a full-scale musical moment, showcasing Center Stage as the solution that saves you from the “Why am I not in the picture?” text.