The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Moving Image Craft

Detectives, Basement, Pavel

Agency Apple + O Positive / Santa Monica

Client Apple


Direction / Series

Annual ID


About the Work

Each of these three Apple spots uses an advanced feature of the iPhone 13 Pro's multi-lens camera to show how it can create drama in any situation. "Detectives" uses Cinematic mode, "Basement" is shot with Advanced Low Light, and "Pavel" utilizes 3x Optical Zoom, and each is a fun play on a classic movie trope.

2022 Awards

Total Points: 21


Client / Brand


Production Company

O Positive / Santa Monica


David Shane

Director of Photography

Stuart Dryburgh


Gavin Cutler

Executive Producer

Marc Grill
Ralph Laucella


Jason Reda

Costume Designer

Melissa Desrosiers

Production Designer

Dan Ouellette

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