Consumer Tech · Concept
iPhone 16 Pro Max
A self-initiated concept film, made to test our craft against the most demanding benchmark in consumer-hardware advertising — the manufacturer's own high-polish aesthetic. No brief, no client.
Not affiliated with, authorised by, or endorsed by Apple Inc. “iPhone” and the product design are trademarks of Apple Inc., used here only to identify the subject of an unsolicited concept piece.
The Creative Hypothesis
Choosing to create a commercial for a globally ubiquitous flagship smartphone is an intentional creative exercise. Because every consumer is intimately familiar with the device's physical form, there are no novelties or smoke-and-mirrors to hide behind. The craftsmanship is judged strictly on edge fidelity, shader authenticity, and cinematic restraint.
The ambition was clear: treat consumer tech with the solemnity and sculptural majesty of fine jewellery.
Lighting & Micro-Surface Shading
The entire visual language revolves around subtraction. By eliminating set clutter and extraneous studio props, the smartphone floats on a deep carbon stage with subtle atmospheric falloff.
The critical element was accurately mapping the brushed anisotropic roughness of Grade 5 Titanium. A single precision slit-light was programmed to travel along the perimeter chamfer, casting razor-sharp specular streaks across the micro-machined edge while keeping the ceramic shield display deeply rich and reflective.
Storyboard-First Pipeline
A nine-panel master board established camera focal lengths, push-in rates, and lens distortion parameters before opening the 3D scene files. This eliminated speculative render cycles and ensured that every frame served a deliberate compositional purpose in the 15-second cut.
Shot Breakdown
Storyboard
09 Frames · Two Up
