Apple iPhone Break In New Model

Apple has announced the release of a new model of iPhone, the iPhone 3GS, which will be twice as fast as the current version and include video capability with editing, voice control and a digital compass. The ad has been released in conjunction with Apple’s announcement at the Worldwide Developers Conference, anticipating the commercial release of the new iPhone on June 19 in the USA. A spy sends a camera down through the ceiling of an Apple lab, looking for details on the new 3GS. His espionage is interrupted by an Apple engineer who uses the iPhone’s video capacity as evidence.

Break In commercial for Apple iPhone 3GS

Click on the image below to play the video.


The Break In ad was developed at TBWA\Media Arts Lab, Los Angeles, by chief creative officer Lee Clow, executive creative directors Duncan Milner and Eric Grunbaum, creative directors Scott Trattner and Alain Briere, associate creative director/art director Nathan Iverson, senior copywriter Kevin Tenglin, agency producers Mike Refuerzo and Chrissy Gilmartin.

Filming was shot in Los Angeles by David Fincher via Anonymous Content with director of photography Jeff Cronenweth.

Editor/colorist was Angus Wall at Rock Paper Scissors. VFX were producd at Asylum, supervised by Tim Davies. Music was composed by David Holmes. Sound was designed by Ren Klyce, who has worked with David Fincher on many of his movies.