Apple has recently launched three new campaigns, each showcasing the capabilities of the iPhone 15 in unique and creative ways. The campaigns were created by TBWA\Media Arts Lab and feature a range of talent from across the globe.

The first campaign, 'Relax, it’s iPhone' – Swoop, highlights the durability of the iPhone 15 against Australia's infamous bird, the magpie. The film is set to premiere during the semi-finals of the Australian Open and will be supported by social and digital platforms.

The second campaign is a music video collaboration with Vietnamese female artist, tlinh. The video, 'Don’t Make it Complicated', was filmed with the iPhone 15 Pro and has already premiered on @apple Vietnam YouTube, garnering over 7 million views in just two days. The music video celebrates Vietnam’s lunar new year, Tết, and features a new track from tlinh. The film was shot in low-light conditions on the streets of Ho Chi Minh City, showcasing the features of the iPhone 15 Pro.

The third campaign, 'Little Garlic', celebrates Chinese New Year with a Shot on iPhone film. The film tells the story of a young girl battling her insecurities and was made with the iPhone 15 Pro Max. It will appear on broadcast, digital, and social media. The 'Little Garlic' film was created by an illustrious team of movie industry professionals including Director Marc Webb, Chinese star Fan Wei, and acclaimed writer Pan Yiran.

Director Bảo Nguyễn, who worked on the second campaign,said, “Storytelling and aesthetic cinematography, they all come hand in hand. Shooting on the iPhone helps create this new cinematic language.”

These campaigns demonstrate Apple's continued efforts to showcase the capabilities of their products in creative and engaging ways. By collaborating with artists and filmmakers from different cultures, Apple is able to create content that resonates with a global audience and highlights the versatility of the iPhone 15.