Throughout our “Relax, it’s iPhone” campaign, our music has worked hard to deliver feature benefits while acting as an inner monologue for our protagonists and driving the narrative of our films. To introduce “Action Mode”, we once again get inside our characters heads as a kid sets up on the start line for a field day race. The marauding synth line of Tedashii & Lecrae’s “Get Out My Way” ratchet’s the tension ahead of the starting whistle. Pan left to the mum on the sidelines, getting into position to capture what could be her son’s crowning victory. The son nods confidently as the vocals lay down the gamut “you in my lane, you in my way, you cross that line, it ain’t your day”, the whistle blows as the vocals scream “I need my spaaaaace”, and we quickly realize that this isn’t the actually son’s inner monologue, but the mom’s instead. She will stop at nothing to get the shot, elbowing parents out the way while we track her shaky camera, only to reveal smooth footage, the bass line slows for a moment to mimic the smooth footage, then the chaos kicks back in as the son hurtles past the finish line in first place. Many thanks to Tedashii, Lecrae, Reach Records, Nettwerk, Columbia, Kobalt & Music Services for working with us on this film.