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Apple “I'm Not Remarkable” 2025

Apple “I'm Not Remarkable” (2025) is an Apple commercial directed by Kim Gehrig for Apple, produced by Somesuch. It won 47 awards, including Cannes 2026 Gold · Film Craft Lions / A03 Casting, Cannes Lions 2026 Film Craft Gold (Casting) and D&AD 2026 Casting: Performance Yellow Pencil.

A diverse group of college students with various disabilities use Apple accessibility features to navigate campus life, study, socialize, and express themselves, culminating in a joyful, inclusive celebration.

Video: Apple on YouTube

Shot by shot

  1. Two young women with blonde hair are looking at a phone, one holding it, as they react with surprise and excitement in a cozy living room.© Apple0:00
  2. A woman with long brown hair, wearing a brown top, holds hands with a man in glasses and a denim jacket, then hugs him tightly in a brightly lit room.© Apple0:08
  3. A young person with a white cane walks on a paved path, their legs and feet visible, with other people walking in the background on a college campus.© Apple0:14
  4. Apple “I'm Not Remarkable”, shot 19© Apple0:34
  5. A young man in a lab coat sits at a desk, looking around as other scientists in lab coats move quickly around him in a laboratory.© Apple0:42
  6. A young Asian woman with short dark hair, wearing a patterned vest and white shirt, sits cross-legged, drawing on a tablet with her foot in an art studio.© Apple0:54
  7. A close-up shot of an iPhone displaying a "Time Sensitive" notification for "Maybe: Sophia" on a wooden surface.© Apple1:03
  8. A close-up shot of a laptop screen showing a "Microphone Paused..." then "Listening..." interface, with a blurred background of an interior space.© Apple1:22
  9. A young man with dark hair looks up and to the right, sitting in a room with a window and a piano.© Apple1:59
  10. A close-up shot shows a smartphone screen displaying a group of young women posing for a selfie, held by an unseen person outdoors.© Apple2:06
  11. A young woman with long dark hair, wearing a beige and maroon western shirt, dances and gestures with her hands in front of a dark blue wall.© Apple2:25
  12. A young woman with short blonde hair and dark eye makeup dances energetically in a studio with a blue wall.© Apple2:30

Stills © Apple. Made by Apple, Somesuch and Kim Gehrig.

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

The idea

Celebrating individuality and accessibility through a vibrant, diverse college experience.

Tagline: “Designed for every student.”

overcoming challengesinclusive communitymusical montageslice of lifeempowerment through technologycelebration of diversity

The cut

Length
170 s
Shots
80
Average shot
2.1 s

What creatives use Apple “I'm Not Remarkable” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Apple “I'm Not Remarkable”? 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.

    Two young women with blonde hair are looking at a phone, one holding it, as they react with surprise and excitement in a cozy living room.© AppleA woman with long brown hair, wearing a brown top, holds hands with a man in glasses and a denim jacket, then hugs him tightly in a brightly lit room.© AppleA young person with a white cane walks on a paved path, their legs and feet visible, with other people walking in the background on a college campus.© AppleApple “I'm Not Remarkable”, 0:34© Apple
    Frames from Apple “I'm Not Remarkable”

  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 “I'm Not Remarkable” in order, with its length, framing and what happens in it.

    Two young women with blonde hair are looking at a phone, one holding it, as they react with surprise and excitement in a cozy living room.© AppleA woman with long brown hair, wearing a brown top, holds hands with a man in glasses and a denim jacket, then hugs him tightly in a brightly lit room.© AppleA young person with a white cane walks on a paved path, their legs and feet visible, with other people walking in the background on a college campus.© AppleApple “I'm Not Remarkable”, 0:34© AppleA young man in a lab coat sits at a desk, looking around as other scientists in lab coats move quickly around him in a laboratory.© AppleA young Asian woman with short dark hair, wearing a patterned vest and white shirt, sits cross-legged, drawing on a tablet with her foot in an art studio.© Apple
    Length: 170 s · Shots: 80 · Average shot: 2.1 s

  3. 03Ad ideas: every spot built on a overcoming challenges

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

    Apple “I'm Not Remarkable” is built on a overcoming challenges. Search the library by idea to see every spot that uses it.

    adidas “Remember the Why”© adidasReebok “Communication One”© ReebokRF-SISU “Swedish Sport Confederation”© RF-SISUJohn Lewis “The Beginner”© John Lewis
    adidas · Reebok · RF-SISU · John Lewis

More commercials by Kim Gehrig

More from Apple

  • Apple "Pudding" (2025) commercial still© AppleApple “Pudding” 2025Dir. David Shane · AppleAICP Awards Winner 2025
  • Apple Music "Diamonds" (2023) commercial still© Apple MusicApple Music “Diamonds” 2023Dir. King She · AppleAICP Awards Honoree 2023
  • Apple Watch Series 6 "It Already Does That" (2020) commercial still© Apple Watch Series 6Apple Watch Series 6 “It Already Does That” 2020AppleEmmy (Outstanding Commercial) Nominee 2021

Award-winning tech commercials

Questions

Who directed the Apple “I'm Not Remarkable” commercial?

Kim Gehrig directed it, produced by Somesuch, for the agency Apple.

Which agency made Apple “I'm Not Remarkable”?

Apple created it for Apple (2025).

What awards did Apple “I'm Not Remarkable” win?

47 awards, including Cannes 2026 Gold · Film Craft Lions / A03 Casting, Cannes Lions 2026 Film Craft Gold (Casting), D&AD 2026 Casting: Performance Yellow Pencil and D&AD 2026 Yellow Pencil — Casting / Performance.

What is the tagline of Apple “I'm Not Remarkable”?

“Designed for every student.”

Sources for the credits and awards

en.wikipedia.orgsomesuch.coen.wikipedia.orgThe WorkThe Workdandad.orgoneclub.orgoneclub.orgaicpawards.combritisharrows.comoneclub.orgoneclub.org