The Weeknd's new music video is 'Shot on iPhone' and, wow, it's epic

If there’s one artist with a distinctive music video style, it’s The Weeknd.

I still remember the first music video I ever saw of his.

I was 16 years old, and heavily in my Tumblr phase, when I saw the music video to 'Wicked Games'.

This was pre–Super Stardom The Weeknd (I know, I’m so alty). So stumbling upon this video, I felt as though I had struck gold.

The black and white shadowy shots brought a new definition to gloomy and grainy. The clip, minimal, allowing the song to be the centrepiece.

As The Weeknd's fame and music evolved, so did the production of his videos. But they always remained very dark, a little unsettling, and 100% him.

Never did I think I would see the day one of his videos was shot on an iPhone.

And maybe, if I did, I'd assume the result would be a disappointing sell-out piece that doesn’t resemble the artist’s style whatsoever.

Well, I was wrong in both instances.

Apple’s 'Shot on iPhone' campaigns are always impressive, don’t get me wrong.

But this one blows the others out of the water.

'Dancing in the Flames' is the latest 'Shot on iPhone' campaign. It showcases the features and post-production capabilities of the iPhone 16 Pro for The Weeknd’s music video with the same title.

The campaign features a short clip, and behind the scenes footage of the MV. As always, it's shot entirely on the latest model of the device. And it is nothing short of epic.

The video highlights the new creative tools available on the iPhone 16 Pro, such as the ability to record 4K in 120 frames per second – something unheard of for the previous models of the device.

Director Anton Tammi explains in the BTS that this is the reason they decided to shoot the entire video in slow motion. Cinematographer Erik Henriksson created the slowed down moody footage, using dream-like, retro sequences. He also added neon lights and tell-tale grainy aesthetics, which ring true to The Weeknd’s creative characteristics.

All while using a singular iPhone, mind you.

What’s even cooler is the fact that the campaign showcases two new post editing features. The first, called Apple Res Log, is a tool that allows users to colour grade their videos.

The second feature, Audio Mix, provides the ability to adjust audio in video. It can eliminate background wind noise or concentrate on the subject in the frame. Until now, videographers have only found tools like this in editing platforms like Premier Pro or Davinci Resolve.

The 'Shot on iPhone' campaigns are always technically impressive, but they’re also an extension of Apple's positioning as the ultimate tool for creatives.

From music to film production, from design to architecture, there’s an Apple product that will seamlessly cater to your chosen niche. And their devices often become the industry gold standard.

Apple’s focus on design and creativity is a key factor in its success as a company. Its products have long been known for appealing to creative professionals.

This campaign comes after Abel (The Weekend) announced his long-awaited album Hurry Up Tomorrow which serves as the end of a trilogy, after Dawn FM and After Hours.

And while I’m super curious about testing the new iPhone features, NOTHING could make me more excited than a new album from The Weeknd.

-Sophie, Writer

Want to dive deeper?
Listen to the breakdown of this article on our podcast: Did The Weeknd Really Shoot His Video on an iPhone?.