Andreas Nilsson cleans up for Apple
New spot from TBWA\Media Arts Lab showcases the Clean Up tool, powered by Apple Intelligence, on iPhone 16 Pro.
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Apple launches a a new spot showcasing the Clean Up tool, powered by Apple Intelligence, on iPhone 16 Pro.
Directed by award-winning director, Andreas Nilsson, the film features a young man posing and flexing proudly while his mother takes his photos. As she captures several shots, the mirror behind her son inadvertently captures her reflection, showing her in each image alongside her son.
With a simple tap using the Clean Up tool in the Photos app, he effortlessly removes her reflection from the photos, preserving the perfect moment without any trace of the photographer.
Credits
View on- Agency TBWA\Media Arts Lab/Los Angeles
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- Director Andreas Nilsson
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Credits
View on- Agency TBWA\Media Arts Lab/Los Angeles
- Director Andreas Nilsson
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency TBWA\Media Arts Lab/Los Angeles
- Director Andreas Nilsson
Powered by Apple Intelligence, Clean Up in Photos is perfect for those times when an unwanted object or person ends up in the frame of a photo.The tool gives users a way to remove distracting elements while staying true to the moment as they intended to capture it.
The campaign will run across Apple's digital platforms, social media, and broadcast channels, inviting users to discover how Clean Up can transform their photography experience.
The iPhone 16 lineup (iPhone 16 Pro, iPhone 16, and iPhone 16e) was built from the ground up for Apple Intelligence, the personal intelligence system that helps users write, express themselves, and get things done effortlessly. Apple Intelligence is also available on iPhone 15 Pro and iPhone 15 Pro Max.
