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Apple “Flock” 2024

Apple “Flock” (2024) is an Apple commercial directed by Ivan Zacharias for TBWA\Media Arts Lab, produced by Smuggler. It won 40 awards, including One Show 2025 Gold Pencil — Film & Video, The One Show 2025 TV, VOD, & Online / Over 90 Seconds - Single Gold Pencil and ADC 2025 Gold Cube Motion / Film Craft — Craft in Motion / Film / Direction.

People using their phones are being watched by security cameras disguised as birds and bats, until Safari on iPhone helps them regain their privacy by destroying the surveillance.

Video: Ivan Zacharias on Vimeo

Shot by shot

  1. A wide shot of a brutalist apartment complex with yellow and grey buildings, connected by walkways, as people walk across them.© Apple0:00
  2. A man in a light green shirt stands on a balcony, looking at his phone, as a security camera robotically turns to face him.© Apple0:11
  3. A woman in a purple shirt sits at a desk, looking at her phone, while another woman walks past her in a busy office with large windows.© Apple0:20
  4. A large bird lands on a power line, startling a flock of smaller birds who fly away, with city buildings in the background.© Apple0:26
  5. A man in a pink shirt and blue shorts walks along a beach wall, eating an ice cream and looking at his phone, as a security camera falls into the frame.© Apple0:30
  6. Two men in life vests on a boat look up at a flock of drones disguised as birds flying in a cloudy sky.© Apple1:06
  7. A man in a pink shirt runs on a beach, holding a phone and an ice cream, pursued by several bird-like drones.© Apple1:10
  8. A bird-like drone with wings flies past a street light with security cameras, next to a tall apartment building under a clear blue sky.© Apple1:15
  9. A flock of robotic birds with red lights on their heads fly around a brutalist concrete apartment building under a blue sky.© Apple1:21
  10. A finger taps the Safari app icon on a dusty iPhone screen, surrounded by other app icons like Notes and Wallet.© Apple1:25
  11. A Black man in his 30s, wearing a yellow shirt, looks up from his white iPhone against the backdrop of a large apartment building.© Apple1:28
  12. A bird-like creature flies through a city, dropping debris, as text about Safari appears on screen.© Apple1:31

Stills © Apple. Made by TBWA\Media Arts Lab, Smuggler and Ivan Zacharias.

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

The idea

Safari on iPhone protects your privacy from pervasive digital surveillance.

Tagline: “Privacy. That's iPhone.”

pervasive surveillancedrones disguised as animalsdigital privacy herodestruction of surveillanceeveryday people as protagonists

The cut

Length
100 s
Shots
52
Average shot
1.9 s

What creatives use Apple “Flock” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Apple “Flock”? 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 wide shot of a brutalist apartment complex with yellow and grey buildings, connected by walkways, as people walk across them.© AppleA man in a light green shirt stands on a balcony, looking at his phone, as a security camera robotically turns to face him.© AppleA woman in a purple shirt sits at a desk, looking at her phone, while another woman walks past her in a busy office with large windows.© AppleA large bird lands on a power line, startling a flock of smaller birds who fly away, with city buildings in the background.© Apple
    Frames from Apple “Flock”

  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 “Flock” in order, with its length, framing and what happens in it.

    A wide shot of a brutalist apartment complex with yellow and grey buildings, connected by walkways, as people walk across them.© AppleA man in a light green shirt stands on a balcony, looking at his phone, as a security camera robotically turns to face him.© AppleA woman in a purple shirt sits at a desk, looking at her phone, while another woman walks past her in a busy office with large windows.© AppleA large bird lands on a power line, startling a flock of smaller birds who fly away, with city buildings in the background.© AppleA man in a pink shirt and blue shorts walks along a beach wall, eating an ice cream and looking at his phone, as a security camera falls into the frame.© AppleTwo men in life vests on a boat look up at a flock of drones disguised as birds flying in a cloudy sky.© Apple
    Length: 100 s · Shots: 52 · Average shot: 1.9 s

More commercials by Ivan Zacharias

  • Apple "Privacy on Iphone - Data Auction" (2023) commercial still© AppleApple “Privacy on Iphone - Data Auction” 2023Dir. Ivan Zacharias · TBWA\Media Arts LabWebby Awards Winner 2023
  • Upwork "This Is How We Work Now" (2022) commercial still© UpworkUpwork “This Is How We Work Now” 2022Dir. Ivan Zacharias · AltoClio Awards Gold 2023
  • Volvo "Ultimate Safety Test" (2022) commercial still© VolvoVolvo “Ultimate Safety Test” 2022Dir. Ivan Zacharias · GreyBritish Arrows Gold 2022
  • Absolut "The White Russian" (2014) commercial still© AbsolutAbsolut “The White Russian” 2014Dir. Ivan Zacharias · Lucky GeneralsCiclope Gold 2014
  • Achmea "Ambulance" (2008) commercial still© AchmeaAchmea “Ambulance” 2008Dir. Ivan Zacharias · DDBEpica Gold 2007
  • Nike "I Feel Pretty" (2007) commercial still© NikeNike “I Feel Pretty” 2007Dir. Ivan Zacharias · Wieden+KennedyCannes Lions Gold 2007

More from TBWA\Media Arts Lab

  • Apple "A Critter Carol" (2026) commercial still© AppleApple “A Critter Carol” 2026Dir. Mark Molloy · TBWA\Media Arts LabANDY Awards Gold 2026
  • Sandy Hook Promise "Back-To-School Essentials" (2019) commercial still© Sandy Hook PromiseSandy Hook Promise “Back-To-School Essentials” 2019Dir. Henry-Alex Rubin · TBWA\Media Arts LabEmmy (Outstanding Commercial) 2020
  • Apple Music "History of Sound" (2016) commercial still© Apple MusicApple Music “History of Sound” 2016Dir. John Hillcoat · TBWA\Media Arts LabThe One Show Gold 2016
  • Apple iPhone "There's an App for That" (2010) commercial still© Apple iPhoneApple iPhone “There's an App for That” 2010TBWA\Media Arts LabEffie Awards Gold 2010
  • iPhone "El lazo de Petra" (2025) commercial still© iPhoneiPhone “El lazo de Petra” 2025Dir. Gigi Saul Guerrero · TBWA\Media Arts LabEl Ojo de Iberoamérica Bronze 2025
  • Apple, Inc. "AirPods Pro—Snap" (2021) commercial still© Apple, Inc.Apple, Inc. “AirPods Pro—Snap” 2021TBWA\Media Arts LabThe One Show Bronze 2021

Award-winning tech commercials

Questions

Who directed the Apple “Flock” commercial?

Ivan Zacharias directed it, produced by Smuggler, for the agency TBWA\Media Arts Lab.

Which agency made Apple “Flock”?

TBWA\Media Arts Lab created it for Apple (2024).

What awards did Apple “Flock” win?

40 awards, including One Show 2025 Gold Pencil — Film & Video, One Show 2025 Gold Pencil — Moving Image Craft & Production, The One Show 2025 TV, VOD, & Online / Over 90 Seconds - Single Gold Pencil and The One Show 2025 Use of Drama Gold Pencil.

What is the tagline of Apple “Flock”?

“Privacy. That's iPhone.”

Sources for the credits and awards

en.wikipedia.orgen.wikipedia.orgsmugglersite.comen.wikipedia.orgoneclub.orgoneclub.orgaicpawards.combritisharrows.comoneclub.orgoneclub.orgoneclub.org2025.liaentries.com