Apple has officially launched the iPhone 16 and iPhone 16 Pro through an innovative new campaign created by TBWA\Media Arts Lab in Los Angeles and Sydney. The campaign, starring Bella Ramsey of Game of Thrones and The Last of Us fame, introduces the revolutionary Apple Intelligence feature.
Apple Intelligence is designed to enrich daily experiences by understanding personal context and providing helpful assistance in common, often awkward, situations. The campaign, directed by Emmy-winner David Shane and shot by Oscar-winning cinematographer Erik Messerschmidt, demonstrates how Apple Intelligence integrates seamlessly into everyday life.
The campaign highlights Apple Intelligence’s capabilities, including upgraded Siri, advanced email summarization, and personalized Memory movies. These enhancements are tailored to make interactions with the iPhone 16 and iPhone 16 Pro more intuitive, context-aware, and adaptive to individual needs.
Featuring across various platforms such as broadcast television, YouTube, online video, select cinemas, and social media, the campaign combines engaging storytelling with advanced technology to showcase how these new devices can simplify and connect everyday experiences.
This campaign reflects Apple’s dedication to embedding technology into personal interactions, enhancing how users connect with their devices and each other.
Discover more about Apple Intelligence features at apple.com/apple-intelligence.
