Snippet: How Apple Pulled Off Its Epic Snowball Fight ‘Snowbrawl’ Ad ☇

Simon Dumenco for Ad Age:

It was indeed shot with iPhone 11 Pros, but if you’re imagining that the kids in your life can easily film something this awesome-looking in your backyard, well, Apple’s own “making of” video (also below) will quickly disabuse you of that notion. It shows director David Leitch (“Deadpool 2,” “Fast & Furious Presents: Hobbs & Shaw”) working with a surprisingly large team, including stunt coordinators, to make the short film. Apple’s own description of “Snowbrawl” suggests that you can “Make your holiday videos epic with the highest-quality video in a smartphone, ever” if you buy the latest iPhone, but, well, it’s a little (read: way) more complicated than that.

I love when Apple goes all-in on some sort of creative project. As a company, they don’t need to, but demonstrating that the camera on a phone you may already have in your pocket is good enough for their advertising is way better than sharing specifications. Hiring a Hollywood director and crew to do it is just showing off.