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Apple “Find Your Friends” 2024

Apple “Find Your Friends” (2024) is an Apple commercial directed by Kim Gehrig for In-house, produced by Somesuch. It won 9 awards, including Cannes Lions 2025 Film Craft Gold, One Show 2025 Silver Pencil — Film & Video and D&AD 2025 Wood Pencil — Film / TV/VOD Commercials 16 - 180 Seconds.

A Star Wars cosplayer, dressed as Boba Fett, navigates a busy city and a crowded convention using an iPhone's Precision Finding feature to locate his friends.

Video: Kim Gehrig on Vimeo

Shot by shot

  1. A fluffy white cat runs down a sunlit hallway towards a person's legs, who is holding a small object.© Apple0:00
  2. A person dressed as Boba Fett from Star Wars walks out of a house gate onto a suburban sidewalk on a sunny day.© Apple0:15
  3. A person in a full Mandalorian costume walks past a retro donut shop with a striped awning and a parked car in front of it on a sunny day.© Apple0:28
  4. A person in a Boba Fett costume holds an iPhone on a bus, while a young woman with blue hair sits in the foreground.© Apple0:43
  5. A person dressed as Boba Fett from Star Wars tries to board a bus, but the door closes on their cape, leaving them stuck on the sidewalk.© Apple0:51
  6. A person dressed as Boba Fett walks down a city street, surrounded by business people in suits, with modern buildings in the background.© Apple1:07
  7. A person in Boba Fett armor walks forward, surrounded by other Star Wars characters, in a bright, outdoor setting.© Apple1:20
  8. A person in a detailed Mandalorian costume with a helmet and tribal necklace stands in a bright, modern building entrance.© Apple1:35
  9. A person holds an iPhone displaying a green screen with a white arrow and text, then two people in alien masks appear in a crowd.© Apple1:44
  10. A person dressed as a Mandalorian in full armor looks at their phone, then looks up and gestures, surrounded by other Mandalorians at a convention.© Apple2:05
  11. A large group of people dressed in colorful Mandalorian armor and helmets stand together in a crowded indoor space.© Apple2:12
  12. A large group of people dressed in colorful Mandalorian armor walk through a convention hall, some turning their heads as if looking for someone.© Apple2:22

Stills © Apple. Made by In-house, Somesuch and Kim Gehrig.

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

The idea

Star Wars cosplayers use iPhone's Precision Finding to find each other at a convention.

Tagline: “Relax, it's iPhone 15”

fish out of watercosplay culturetech as a solutionjourney to a destinationfinding your tribe

The cut

Length
161 s
Shots
72
Average shot
2.2 s

What creatives use Apple “Find Your Friends” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Apple “Find Your Friends”? 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 fluffy white cat runs down a sunlit hallway towards a person's legs, who is holding a small object.© AppleA person dressed as Boba Fett from Star Wars walks out of a house gate onto a suburban sidewalk on a sunny day.© AppleA person in a full Mandalorian costume walks past a retro donut shop with a striped awning and a parked car in front of it on a sunny day.© AppleA person in a Boba Fett costume holds an iPhone on a bus, while a young woman with blue hair sits in the foreground.© Apple
    Frames from Apple “Find Your Friends”

  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 “Find Your Friends” in order, with its length, framing and what happens in it.

    A fluffy white cat runs down a sunlit hallway towards a person's legs, who is holding a small object.© AppleA person dressed as Boba Fett from Star Wars walks out of a house gate onto a suburban sidewalk on a sunny day.© AppleA person in a full Mandalorian costume walks past a retro donut shop with a striped awning and a parked car in front of it on a sunny day.© AppleA person in a Boba Fett costume holds an iPhone on a bus, while a young woman with blue hair sits in the foreground.© AppleA person dressed as Boba Fett from Star Wars tries to board a bus, but the door closes on their cape, leaving them stuck on the sidewalk.© AppleA person dressed as Boba Fett walks down a city street, surrounded by business people in suits, with modern buildings in the background.© Apple
    Length: 161 s · Shots: 72 · Average shot: 2.2 s

  3. 03Ad ideas: every spot built on a fish out of water

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

    Apple “Find Your Friends” is built on a fish out of water. Search the library by idea to see every spot that uses it.

    Cupnoodle “Globalization”© CupnoodlePaul Wellstone for Senate “Looking for Rudy”© Paul Wellstone for SenateWaitrose “The Gastronaut”© WaitroseNetflix “Discover Your Future”© Netflix
    Cupnoodle · Paul Wellstone for Senate · Waitrose · Netflix

More commercials by Kim Gehrig

More from In-house

  • Squarespace "A Tale as Old as Websites" (2025) commercial still© SquarespaceSquarespace “A Tale as Old as Websites” 2025Dir. Steve Rogers · In-houseCiclope Grand Prix 2025
  • Apple "Relax, It's iPhone – R.I.P. Leon" (2023) commercial still© AppleApple “Relax, It's iPhone – R.I.P. Leon” 2023In-houseCannes Lions Grand Prix 2023
  • YouTube TV "Migration" (2024) commercial still© YouTube TVYouTube TV “Migration” 2024In-houseClio Awards Silver 2024
  • Burberry "Close Your Eyes and Think of Christmas" (2019) commercial still© BurberryBurberry “Close Your Eyes and Think of Christmas” 2019Dir. Juno Calypso · In-houseCiclope Silver 2019
  • Apple Music "Taylor vs. Treadmill" (2016) commercial still© Apple MusicApple Music “Taylor vs. Treadmill” 2016Dir. Anthony Mandler · In-houseClio Awards Silver 2016
  • The Farmer's Dog "Forever" (2023) commercial still© The Farmer's DogThe Farmer's Dog “Forever” 2023Dir. Goh Iromoto · In-houseEmmy (Outstanding Commercial) Nominee 2023

Award-winning tech commercials

Questions

Who directed the Apple “Find Your Friends” commercial?

Kim Gehrig directed it, produced by Somesuch, for the agency In-house.

Which agency made Apple “Find Your Friends”?

In-house created it for Apple (2024).

What awards did Apple “Find Your Friends” win?

9 awards, including Cannes Lions 2025 Film Craft Gold, Cannes Lions 2025 Film Craft Gold (Use of Licensed/Adapted Music), Cannes Lions 2025 Film Gold and Cannes Lions 2025 Film Gold (Consumer Goods).

What is the tagline of Apple “Find Your Friends”?

“Relax, it's iPhone 15”

Sources for the credits and awards

en.wikipedia.orgThe WorkThe WorkThe WorkThe Workoneclub.orgdandad.orgawards.ciclopefestival.comoneclub.orgyoutube.comoneclub.orgoneclub.org