Apple’s latest iteration of 'Relax, it’s iPhone' via TBWA\Media Arts Lab

25 January 2024

Media Agency: OMD

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Featuring the country’s most infamous bird: the magpie.

Apple has released a new spot for its 'Relax, it’s iPhone' campaign, “Swoop”, created by TBWA\Media Arts Lab in Australia. 

The campaign puts the iPhone 15 to the test featuring the country’s most infamous bird: the magpie.

“Swoop” showcases the durability of the device's Ceramic Shield through a uniquely Australian tale of an office worker attempting to escape an oncoming magpie.

The film will premiere during the semifinals of the Australian Open, one of the most high-profile sporting events of the year, and will be supported by social and digital.



Agency: TBWA\Media Arts Lab Sydney

Production Company: Scoundrel

Director: Tom Noakes

Post Production: ALT.vfx

Post Production: ARC edit 

Media agency: OMD

Music: Apashe & Flux Pavilion - Fracture (ft. Joey Valence & Brae)

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