Directed by the Truesdell Brothers, this spot employed several different workflows to achieve final pixels. We shot this in a single day on an ICVFX stage, capturing both some iPhone shots as well as the storefront in-camera. The opening museum shots were all full CG designed and rendered in Unreal. Lastly, the dynamic camera move pushing into the iPhone was a complete set-extension / background replacement, as the 180 degree move and roll meant we would see off the LED wall.