iPhone 17 Pro

iPhone 17 Pro · Smart Group Selfies

The iPhone 17 Pro campaign for 'Smart Group Selfies' focuses on the device's camera technology and automated framing capabilities. Across a series of outdoor and indoor environments, the commercial video captures diverse groups as they interact with the phone’s interface, demonstrating how the hardware adjusts to accommodate multiple subjects within the frame. Produced with contributions from William McVay, Factory01, and BeGrizzlee, the spot emphasizes crisp digital capture through a live-action technique. The film utilizes a vertical format, providing a cinematic look that translates the functionality of the smartphone camera into a high-energy, dynamic sequence. Post-production and sound design were handled by Pariah Creative, Ben Conway, Barking Owl, and Model Citizen Creative.