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.
Learn more about The One Show 2026
Category
Artist / Brand Collaboration
Annual ID
OS24_MS047M
About the Work
The golden age of the music video is over.
With thousands and thousands of uploads to YouTube every minute, maybe the internet killed the music video.
Maybe not.
We’re reinventing how to make and market music videos.
It all started with Lady Gaga and Selena Gomez, but this year, we raised the bar even higher.
Three genre-spanning music videos. Three of the world’s top artists. All shot on iPhone.
Superstar Olivia Rodrigo’s, “get him back!”
K-Pop sensation NewJeans' “ETA.”
And Vietnam’s breakout star tlinh’s “Don’t Make It Complicated.”
The gut reaction: "I love this music video.”
The quick follow up: “I can’t believe this was shot on iPhone.”
A fundamental change in crafting music videos. Created with the camera that’s already in your pocket.
At every timecode, iPhone's pro-suite of camera features delivered the shot.
To name a few:
Action-mode seamlessly captured tricky K-Pop choreography.
Low-light pristinely delivered a horror fight sequence.
And ProRes 4K60 supported an “impossible shot” through multiple car windows.
A reinvention of music video marketing; each video also included a 360 campaign: social, broadcast, YouTube and plenty of earned media.
Through BTS footage, director interviews and feature how-tos, we took the mystery out of the capture process so that anyone with an iPhone, an idea and a song can carry the baton.
Olivia’s video was organically viewed more than the Super Bowl.
NewJeans' video sparked a global dance trend.
tlinh set a new filmic standard for music videos in Vietnam.
The combined videos received 96 years of watch time.
The songs spent 52 comfortable weeks on the Billboard charts.
With over 1.5 billion organic views and counting.
The music video, consumed, packaged, shot, and reinvented for a new generation.
With thousands and thousands of uploads to YouTube every minute, maybe the internet killed the music video.
Maybe not.
We’re reinventing how to make and market music videos.
It all started with Lady Gaga and Selena Gomez, but this year, we raised the bar even higher.
Three genre-spanning music videos. Three of the world’s top artists. All shot on iPhone.
Superstar Olivia Rodrigo’s, “get him back!”
K-Pop sensation NewJeans' “ETA.”
And Vietnam’s breakout star tlinh’s “Don’t Make It Complicated.”
The gut reaction: "I love this music video.”
The quick follow up: “I can’t believe this was shot on iPhone.”
A fundamental change in crafting music videos. Created with the camera that’s already in your pocket.
At every timecode, iPhone's pro-suite of camera features delivered the shot.
To name a few:
Action-mode seamlessly captured tricky K-Pop choreography.
Low-light pristinely delivered a horror fight sequence.
And ProRes 4K60 supported an “impossible shot” through multiple car windows.
A reinvention of music video marketing; each video also included a 360 campaign: social, broadcast, YouTube and plenty of earned media.
Through BTS footage, director interviews and feature how-tos, we took the mystery out of the capture process so that anyone with an iPhone, an idea and a song can carry the baton.
Olivia’s video was organically viewed more than the Super Bowl.
NewJeans' video sparked a global dance trend.
tlinh set a new filmic standard for music videos in Vietnam.
The combined videos received 96 years of watch time.
The songs spent 52 comfortable weeks on the Billboard charts.
With over 1.5 billion organic views and counting.
The music video, consumed, packaged, shot, and reinvented for a new generation.
2024 Awards
Total Points: 3
Merit
Credits
Agency
TBWA\Media Arts Lab / Los Angeles
Brand-Side / In-House Agency
Apple Marcom
Executive Creative Director
Greg Greenberg
Jonathan George
Lucia Orlandi
Mariano Jager
Ricardo Adolfo
Executive Producer
Cristiana Ladki Williams
Global Chief Creative Officer
Brent Anderson
Global Chief Digital Officer
Beth Keamy
Global Chief Production Officer
Brian O'Rouke
Managing Director
Michaela Futcher
Taro Sato
Music director
Josh Marcy
Related Awards
