framethrower

Study the greats · Find refs fasterFilmmakers · Animators · Advertisers

GenreDramaThrillerComedyHorrorRomanceActionCrimeSci-fiAdventureAnimation

Apple “Big Fish” 2024

Apple “Big Fish” (2024) is an Apple commercial directed by Andreas Nilsson for Apple, produced by Biscuit Filmworks. It won one award: AICP Post 2024 Winner National Campaign.

A fisherman struggles with a giant fish, capturing the epic moment with his iPhone and Apple Watch, highlighting their seamless integration and ease of use for capturing life's big moments.

Video: Andreas Nilsson on Vimeo

Shot by shot

  1. A man in a boat struggles to hold a giant fish, while a smartphone on the boat records him, with trees in the background.© Apple0:00
  2. A man's arm and hand are shown wearing an Apple Watch, holding a fish with a hook in its mouth, with water in the background.© Apple0:10
  3. A close-up shot of an iPhone screen shows a man holding a large fish on a boat, with a blurred background of trees and water.© Apple0:12
  4. A man in a fishing boat struggles to hold a very large fish, with a tree-lined shore in the background.© Apple0:13
  5. A person wearing a blue shirt and an Apple Watch on their wrist is seen from a medium closeup, interacting with a fish on a boat.© Apple0:17
  6. A dark blue iPhone 15 Pro Max lies on a textured surface next to a metal cup and a can of Vienna sausages.© Apple0:18
  7. A close-up shot of an iPhone screen displaying a man holding a large fish on a boat, with a legal disclaimer at the bottom.© Apple0:20
  8. A man in a blue shirt holds a large golden fish, reflected in the camera lenses of an iPhone, with text overlays.© Apple0:21
  9. A wide shot of a small boat with two people on a lake, surrounded by green trees and mountains under a cloudy sky.© Apple0:26

Stills © Apple. Made by Apple, Biscuit Filmworks and Andreas Nilsson.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Capturing epic moments with iPhone and Apple Watch, even when your hands are full.

man vs. naturebig fish storyproduct integrationhumorous struggleshow, don't tell

The cut

Length
30 s
Shots
9
Average shot
3.3 s

What creatives use Apple “Big Fish” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Apple “Big Fish”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A man in a boat struggles to hold a giant fish, while a smartphone on the boat records him, with trees in the background.© AppleA man's arm and hand are shown wearing an Apple Watch, holding a fish with a hook in its mouth, with water in the background.© AppleA close-up shot of an iPhone screen shows a man holding a large fish on a boat, with a blurred background of trees and water.© AppleA man in a fishing boat struggles to hold a very large fish, with a tree-lined shore in the background.© Apple
    Frames from Apple “Big Fish”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Apple “Big Fish” in order, with its length, framing and what happens in it.

    A man in a boat struggles to hold a giant fish, while a smartphone on the boat records him, with trees in the background.© AppleA man's arm and hand are shown wearing an Apple Watch, holding a fish with a hook in its mouth, with water in the background.© AppleA close-up shot of an iPhone screen shows a man holding a large fish on a boat, with a blurred background of trees and water.© AppleA man in a fishing boat struggles to hold a very large fish, with a tree-lined shore in the background.© AppleA person wearing a blue shirt and an Apple Watch on their wrist is seen from a medium closeup, interacting with a fish on a boat.© AppleA dark blue iPhone 15 Pro Max lies on a textured surface next to a metal cup and a can of Vienna sausages.© Apple
    Length: 30 s · Shots: 9 · Average shot: 3.3 s

  3. 03Ad ideas: every spot built on a man vs. nature

    Before you present an idea, you need to know who has done it, and how.

    Apple “Big Fish” is built on a man vs. nature. Search the library by idea to see every spot that uses it.

    World Surf League “Chaos Theory”© World Surf LeagueShell “Cold”© ShellHennessy VS “Hennessy V.S - The Piccards”© Hennessy VSLand Rover “Chase”© Land Rover
    World Surf League · Shell · Hennessy VS · Land Rover

More commercials by Andreas Nilsson

  • Andrex "Get Comfortable" (2025) commercial still© AndrexAndrex “Get Comfortable” 2025Dir. Andreas Nilsson · FCBIPA Effectiveness Awards Gold 2026
  • Andrex - Get Comfortable "First School Poo" (2025) commercial still© Andrex - Get ComfortableAndrex - Get Comfortable “First School Poo” 2025Dir. Andreas Nilsson · FCB LondonLondon International Awards Gold 2025
  • Hennessy "Board Game" (2024) commercial still© HennessyHennessy “Board Game” 2024Dir. Andreas Nilsson · Wieden+KennedyDGA Awards 2024
  • Virgin Media "Whizzer" (2024) commercial still© Virgin MediaVirgin Media “Whizzer” 2024Dir. Andreas Nilsson · VCCPDGA Awards 2024
  • Etsy "Super Bowl LVIII" (2024) commercial still© EtsyEtsy “Super Bowl LVIII” 2024Dir. Andreas Nilsson · Orchard CreativeANDY Awards Gold 2024
  • Apple "R.I.P Leon" (2024) commercial still© AppleApple “R.I.P Leon” 2024Dir. Andreas NilssonClio Awards Gold 2024

More from Apple

Award-winning tech commercials

Questions

Who directed the Apple “Big Fish” commercial?

Andreas Nilsson directed it, produced by Biscuit Filmworks, for the agency Apple.

Which agency made Apple “Big Fish”?

Apple created it for Apple (2024).

What awards did Apple “Big Fish” win?

1 awards, including AICP Post 2024 Winner National Campaign.

Sources for the credits and awards

aicpawards.com