Bella Ramsey showcases how Apple Intelligence tools can help you with everyday experiences

Apple announces the new iPhone 16 and iPhone 16 Pro, which are built for Apple Intelligence, with a new campaign featuring ‘Game of Thrones’ and ‘The Last of Us’ star Bella Ramsey.

 

Directed by Emmy-winner David Shane and Oscar-winning cinematographer Erik Messerschmidt, the films center on Apple Intelligence, the easy-to-use intelligence system that understands personal context and can be helpful in those awkward every day human moments we all find ourselves in.

These spots demonstrate how Apple Intelligence tools can help you with the everyday human experiences, like forgetting someone’s name, not having read an important email, or even needing to find specific photos or videos when you need them most. They feature Apple Intelligence updates like an even more capable Siri, email summarization, and custom Memory movies.

The campaign will appear on broadcast, YouTube, online video, Cinema in select markets, and social media.

Credits
Agency: TBWA\Media Arts Lab, Los Angeles and Sydney
Director: David Shane
Production Company: O Positive Films
Post-Production Company: Trafik
Editing: Cut & Run
Director of Photography: Erik Messerschmidt