iPhone 11 Pro Captures Hermitage Museum in Stunning 4K | Clapboard Ad Archive

The Hermitage Museum Shot on iPhone 11 Pro

Description

In 2020, Apple collaborated with TBWA to create an extraordinary content campaign in Russia titled Эрмитаж. Снято на iPhone 11 Pro – кинопутешествие по великому музею, showcasing the unparalleled capabilities of the iPhone 11 Pro camera through an immersive five-hour cinematic journey inside one of the world's most iconic museums, the Hermitage. Filmed in a single continuous 4K take without any recharging interruptions, the film reveals 45 halls and 588 masterpieces of global art, accompanied by a captivating musical score. Directed by Aksinya Gog, this unique storytelling approach highlights the device's superior technology in capturing intricate details, lighting nuances, and the vibrant atmosphere of the museum’s spaces, from the Jordan Staircase and Military Gallery to the modern ballet performances and the stunning ceilings of Raphael’s Loggias. The campaign seamlessly blends technological innovation with cultural artistry, inviting viewers to experience art history through a fresh, accessible lens. With an evocative soundtrack featuring renowned composers such as Anton Schwartz, MUJUICE, Katsuhiro Oguri, Gabriel Prokofiev, and Kirill Richter, available on Apple Music, the campaign further reinforces Apple’s commitment to creativity and premium user experience. By integrating Apple Music and directing audiences to learn more about the iPhone 11 Pro’s features and connecting via Instagram, the campaign delivers a multi-dimensional brand experience. Positioned within the electronics and technology sector, this visually and emotionally rich content elevates Apple’s product narrative by demonstrating sophisticated filmmaking potential, ensuring deep engagement with tech-savvy and culturally attuned audiences alike. This campaign exemplifies how cutting-edge technology can be employed to preserve and celebrate cultural heritage in an innovative digital format.

Credits

Client

Apple

Agency

TBWA

Production House

TBWA\Media Arts Lab, USA

Director

Axinya Gog

Campaign Proposition

This campaign leverages the Hermitage Museum’s cultural prestige to demonstrate the iPhone 11 Pro’s advanced camera capabilities, positioning the device as a tool for professional-grade cinematography accessible to everyday users. By capturing a five-hour cinematic journey through one of the world’s greatest museums in a single, uninterrupted 4K take, the campaign emphasizes the iPhone’s reliability, battery endurance, and image quality—key functional attributes that align with Apple’s broader value proposition of innovative technology empowering creativity. Strategically, the campaign targets a culturally engaged Russian audience that values both art and technological sophistication. The choice to showcase renowned artworks and performances, paired with a carefully curated soundtrack and a respected director, creates an immersive experience that transcends typical product advertising. This artistic montage format serves not only to demonstrate the phone’s technical prowess but also to connect emotionally, aligning the brand with cultural refinement and innovation. By highlighting “one take, no recharging,” the campaign underlines durability and seamless performance—addressing practical consumer concerns in a subtle, narrative-driven manner. The integration of localized content and a well-known national landmark further strengthens relevance and authenticity, leveraging cultural pride to deepen engagement. Overall, the campaign merges technological demonstration with high culture to elevate the iPhone 11 Pro as a device that delivers professional results in everyday contexts, appealing to discerning consumers seeking both innovation and aesthetic experience.

Creative Device

FORMAT#1 DEMONSTRATION — Directly shows how a product works and highlights its benefits. This campaign fits the Demonstration format because it centers on an uninterrupted five-hour, one-take cinematic tour of the Hermitage Museum, filmed entirely on the iPhone 11 Pro. The explicit meta narrative highlights “one take, no recharging,” emphasizing the device’s sustained filming capability and 4K quality. Rather than relying on story arcs or dramatization, the campaign’s core creative device is transparently demonstrating the iPhone 11 Pro’s technical prowess—battery life, camera quality, and reliability—by using the product itself for a challenging, real-world application. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats