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.
Category
Artist / Brand Collaboration
Annual ID
OS26_MS010B
Background
Big Man is a short film created in collaboration with Apple and shot entirely on iPhone 16 Pro.
The challenge was to create a meaningful artist and brand collaboration that felt culturally authentic rather than commercial. Stormzy’s voice, music, and public identity are deeply tied to modern Britain. The film needed to align with his artistic integrity while demonstrating the cinematic and sonic capabilities of iPhone in a natural way.
The collaboration had to feel seamless, with music and storytelling integrated into one emotional arc.
The challenge was to create a meaningful artist and brand collaboration that felt culturally authentic rather than commercial. Stormzy’s voice, music, and public identity are deeply tied to modern Britain. The film needed to align with his artistic integrity while demonstrating the cinematic and sonic capabilities of iPhone in a natural way.
The collaboration had to feel seamless, with music and storytelling integrated into one emotional arc.
Creative Idea
The idea was to build the narrative around Stormzy’s artistic presence, using music and sound as emotional anchors rather than background elements. The film explores reconnection with your younger self, with Stormzy’s voice and performance grounding the story in vulnerability and reflection.
Sound design and music were treated as narrative drivers. Moments of quiet, ambient British street life contrast with heightened sequences where music carries emotional momentum. The collaboration positions Stormzy as a creative partner whose artistry shapes the tone, pacing, and emotional texture of the film.
Sound design and music were treated as narrative drivers. Moments of quiet, ambient British street life contrast with heightened sequences where music carries emotional momentum. The collaboration positions Stormzy as a creative partner whose artistry shapes the tone, pacing, and emotional texture of the film.
Insights & Strategy
The key insight was that successful artist/brand collaborations require shared authorship. Audiences respond to authenticity, especially when working with a cultural figure like Stormzy.
The strategy was to center the film around his voice and lived perspective, allowing music and performance to lead the storytelling. The iPhone’s recording and cinematic capabilities supported this by capturing intimate vocal moments, environmental sound, and dynamic sequences with clarity. Every music and sound decision reinforced Stormzy’s identity, ensuring the brand amplified the artist rather than overshadowing him.
The strategy was to center the film around his voice and lived perspective, allowing music and performance to lead the storytelling. The iPhone’s recording and cinematic capabilities supported this by capturing intimate vocal moments, environmental sound, and dynamic sequences with clarity. Every music and sound decision reinforced Stormzy’s identity, ensuring the brand amplified the artist rather than overshadowing him.
Execution
The collaboration was executed with Stormzy involved as both performer and creative force. His presence shaped tone, pacing, and emotional beats throughout the film.
Sound design moves fluidly between naturalistic ambience and heightened musical sequences. Environmental audio: seaside wind, arcade machines, car interiors: grounds the film in realism, while music builds momentum during moments of transformation. The sonic mix maintains intimacy, ensuring Stormzy’s voice remains central.
By aligning Apple’s technology with Stormzy’s artistic credibility, the film achieves a cohesive artist/brand collaboration where sound and story operate as one.
Sound design moves fluidly between naturalistic ambience and heightened musical sequences. Environmental audio: seaside wind, arcade machines, car interiors: grounds the film in realism, while music builds momentum during moments of transformation. The sonic mix maintains intimacy, ensuring Stormzy’s voice remains central.
By aligning Apple’s technology with Stormzy’s artistic credibility, the film achieves a cohesive artist/brand collaboration where sound and story operate as one.
Results
The film achieved over 18 million views, resonating strongly with audiences through its emotional warmth and authenticity.
The collaboration reinforced Stormzy’s cultural presence while positioning Apple as a platform for cinematic storytelling and artistic expression. The integration of music, performance, and brand resulted in a piece that felt culturally relevant and creatively unified rather than commercially driven.
The collaboration reinforced Stormzy’s cultural presence while positioning Apple as a platform for cinematic storytelling and artistic expression. The integration of music, performance, and brand resulted in a piece that felt culturally relevant and creatively unified rather than commercially driven.
2026 Awards
Total Points: 9
Bronze Pencil
Credits
Brand-Side / In-House Agency
Apple Marcom
Production Company
Somesuch
Director
Aneil Karia
Editor
Amanda James
Producer
Tom Gardner
Sound Designer
Jack Hallett
Anthony Moore
Cinematographer
Stuart Bentley
Executive Producer
Scott O'Donnell
Casting Director
Des Hamilton
Production
#merky films
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