A Painstaking Archivist Lovingly Curates a Family's Photos in Apple's Film Promoting iPhone Memories

Emotive Spot Revolves Around a Spanish Family

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Kodak had Kodak moments, and now Apple has iPhone Memories. The company is promoting the latter, available on iPhone 7, in an emotive new spot that focuses on a family and their photographic mementoes.

The film opens with an elderly archivist walking through a "memory vault' filled with millions of images and reels of film. (However, these aren't any old photos -- the people in the photos come to life, Harry Potter-like, when he touches them.)

As he skims through the various collections, he selects images from the past year that reflect the memories a young mother has of her family, including her new baby. He strings the best photo and video images together to create a movie, which is revealed as a video the mother is watching on her iPhone Memories, together with music -- the soundtrack is a soulful cover of "Unchained Melody" by Lykke Li. So, it turns out Apple is this mythical archivist, curating your images for you in a matter of seconds instead of spending painstaking hours developing photos and cutting film.

According to Apple, the family featured in the film is based on a real-life Spanish family; the young couple fell in love after working together in a play and subsequently have had two young children.

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Date
Jun 20, 2017
Client:
Apple
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