Apple ramps up “Shot on iPhone” brand push with Usher’s Super Bowl Halftime Show via TBWA\Media Arts Lab

Usher Super Bowl Halftime Show Shot in iPhone Apple campaign by TBWA Media Arts Lab

Since the start of the year Apple has been ramping up its brand films in APAC in response to declining smartphone sales

Apple’s dedicated creative agency TBWA\Media Arts Lab, has released a behind-the-scenes video of USHER’s Apple Music Super Bowl LVIII Halftime Show. This film, shot entirely on iPhones as part of the ‘Shot on iPhone’ brand platform, marks the first time an Apple Music Super Bowl Halftime Show has been filmed solely on iPhones.

See also: How the ads, Usher and Taylor doubled Super Bowl mentions in 2024

Since the start of the year, it appears Apple has ramped up its promotion of brand films across the Asia Pacific (APAC) region in response to declining smartphone sales.

In January, Apple launched a series of brand films in key APAC markets through TBWA\Media Arts Lab, seeking to make up for dwindling sales and showcase its latest iPhone 15 model.

Notably, APAC hosts some of the world’s biggest smartphone markets, with mobile high penetration rates across the region. In Australia, about 85% of people use smartphones. Apple holds almost half of the market, at 45%, while Samsung follows closely with 31%.

However, with a big drop in mobile phone sales last year, (estimated at around minus 11%), iPhone sales went down by about 4%, according to Gartner in the Australian Financial Review.

See also: Apple pushes brand films in APAC as it seeks to overcome falling smartphone sales

The ten-minute brand film for USHER, directed by Mike Carson, premiered on YouTube, Instagram, and X the Saturday following the Super Bowl, adding to Apple Music’s collection of content chronicling USHER’s journey to the Halftime Show.

In contrast to previous years, Apple’s coverage this year extended beyond the 12-minute televised show directed by Jay-Z and Hamish Hamilton, offering viewers a glimpse into the rehearsal process.

The production team used over 40 iPhone 15 Pro and iPhone 15 Pro Max devices throughout the show and rehearsals, strapping them to performers, rigging them into set pieces and instruments, providing unique perspectives from the standard broadcast shots.


Agency: TBWA\Media Arts Lab
Production Company: HPLA
Director: Mike Carson
Editorial company: Cartel Editorial
Finishing: Trafik 

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