Apple gets experimental in new iPhone XR ad

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iPhone XR Spectrum ad
The new iPhone XR ad is crazy.
Photo: Apple

Apple is pulling out a Matrix-move for its new iPhone XR ad that features some of the wildest videography the company has ever put out.

Using a bullet time video rig mounted with 32 iPhone XRs, Apple showcases the low-light shooting powers of the iPhone XR. And boy is it mesmerizing.

You’ll want to watch this on your iPhone:

Bullet time rigs use a series of cameras aligned on a track to capture a series of still images that are then combined to make a fluid panning video shot. This is probably the first time iPhone cameras have ever been used on a bullet time rig, partly because it would cost nearly $24,000 for all those iPhones.

Apple commissioned Donghoon Jun and James Thornton of Incite to make the ad. The duo used the Pro Camera and ProCam 6 apps for iOS for all the filming and editing. Here’s a behind-the-scenes look at how they pulled it off.