Apple and Doomsday Entertainment Literally Break Ground with iPhone's Gaming Power

After four years spent away in the world of TV, Doomsday Entertainment director Hiro Murai ['This Is America'] has made his return to advertising with a new spot for Apple. The 30-second ad, titled 'Slingshot', showcases the 'serious gaming power' of the iPhone 15 Pro by firing a man into the sky and back down into the subway, through ceilings, clouds and floors. With satisfyingly destructive VFX from a52, the spot adds a new meaning to 'ground-breaking' tech.

The film begins with the protagonist at home, gaming on his iPhone 15 Pro before magically ascending off of his seat and being abruptly rocketed straight through the roof, passing neighbours' apartments on the way up and leaving a trail of debris in his wake. After a few elegant rotations in the peaceful, blue sky - still transfixed on the game being played on his iPhone, of course - the man is sent hurtling back down to earth. Punching a hole straight through a local store, the man-missile finally lands in a seat on the subway, as if completely undisturbed and still gaming.

Produced by Doomsday Entertainment under the watchful eye of executive producers Danielle Hinde and Jason Cole, the spot comes shortly after another big tech campaign for the production company, featuring one of Hiro's previous collaborators Donald Glover (AKA Childish Gambino). The artist/actor stars in and self-directed the recent 'Sound Is Power' spot for audio equipment retailer Bose, which can be seen here.