Apple: Fumble
Brand
Date
Jun 2022
Description
Apple captures a moment of everyday tension in its 'Fumble' commercial, which highlights the durability of its latest smartphone. The film follows a young woman navigating a bustling city street, documenting her frantic attempts to prevent a drop. The spot utilizes live-action technique and slow motion to emphasize the physical comedy of the sequence, all set against a backdrop of urban storefronts. Through dynamic cinematography and natural lighting, the work frames the device within a relatable, high-stakes moment of daily use.
Style
Horizontal, Commercial, Action
Techniques
Slow motion
Industries
Color
Navy
Beige
Background
Street
Context
TVC / TV Commercial
Associated creatives
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