framethrower

Study the greats · Find refs fasterFilmmakers · Animators · Advertisers

GenreDramaThrillerComedyHorrorRomanceActionCrimeSci-fiAdventureAnimation

Apple “Midnight” 2017

Apple “Midnight” (2017) is an Apple commercial directed by Nicolai Fuglsig for TBWA\Media Arts Lab, produced by MJZ. It won one award: ANDY Awards 2017 Gold — Cinematography (Television).

A young man explores his suburban town at night, capturing beautiful, mysterious moments with his iPhone 7's low-light camera, highlighting its exceptional photographic capabilities in the dark.

Video: Exile Edit on Vimeo

Shot by shot

  1. A young person lies in bed, looking up at a bright light source, possibly a phone, in a dark room.© Apple0:03
  2. A person in a dark jacket and pants crouches on a skateboard, riding on a wet sidewalk at night, with sprinklers watering the grass.© Apple0:16
  3. A person holds a wet iPhone horizontally, taking a photo or video in the rain at night, with blurry lights in the background.© Apple0:17
  4. A young man wearing a bike helmet and jacket looks around nervously on a dark street at night.© Apple0:19
  5. A young man in a yellow shirt and dark jacket walks away from the camera at night, carrying a skateboard under his arm on a city street.© Apple0:21
  6. A close-up shot of a single, glowing light bulb with visible filaments, hanging in a dimly lit interior space.© Apple0:22
  7. A young man wearing a helmet and a jacket holds a smartphone, looking intently at its screen under a glowing light bulb at night.© Apple0:23
  8. A person holds a smartphone, capturing a photo of a lightbulb hanging from the ceiling in a dimly lit room.© Apple0:24
  9. A full moon is reflected on the surface of a swimming pool, with colorful lane markers visible underwater, creating a serene and slightly distorted image.© Apple0:26
  10. A young man in a hoodie and jeans crouches down to photograph a deer with his phone at night in an industrial area.© Apple0:33
  11. A person crouches, holding a phone to photograph a deer walking away from them in a gas station parking lot at night.© Apple0:36
  12. A young male wearing a helmet and jacket holds up a smartphone, looking intently at the screen in a dimly lit outdoor setting at night.© Apple0:38

Stills © Apple. Made by TBWA\Media Arts Lab, MJZ and Nicolai Fuglsig.

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

The idea

Showcasing iPhone 7's low-light camera by capturing the magic of midnight.

Tagline: “practically magic”

nighttime explorationhidden beautysolitary journeycapturing the momenturban wildlife encountertechnology as enabler

The cut

Length
60 s
Shots
31
Average shot
1.9 s

What creatives use Apple “Midnight” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Apple “Midnight”? 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 young person lies in bed, looking up at a bright light source, possibly a phone, in a dark room.© AppleA person in a dark jacket and pants crouches on a skateboard, riding on a wet sidewalk at night, with sprinklers watering the grass.© AppleA person holds a wet iPhone horizontally, taking a photo or video in the rain at night, with blurry lights in the background.© AppleA young man wearing a bike helmet and jacket looks around nervously on a dark street at night.© Apple
    Frames from Apple “Midnight”

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

    A young person lies in bed, looking up at a bright light source, possibly a phone, in a dark room.© AppleA person in a dark jacket and pants crouches on a skateboard, riding on a wet sidewalk at night, with sprinklers watering the grass.© AppleA person holds a wet iPhone horizontally, taking a photo or video in the rain at night, with blurry lights in the background.© AppleA young man wearing a bike helmet and jacket looks around nervously on a dark street at night.© AppleA young man in a yellow shirt and dark jacket walks away from the camera at night, carrying a skateboard under his arm on a city street.© AppleA close-up shot of a single, glowing light bulb with visible filaments, hanging in a dimly lit interior space.© Apple
    Length: 60 s · Shots: 31 · Average shot: 1.9 s

  3. 03Ad ideas: every spot built on a hidden beauty

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

    Apple “Midnight” is built on a hidden beauty. Search the library by idea to see every spot that uses it.

    Travel Switzerland “THYLACINE - Swiss Sounds”© Travel SwitzerlandOPPO “Prensa”© OPPORolex “Parachome - HD”© RolexNewfoundland “Newfoundland and Labrador Tourism - Conductor”© Newfoundland
    Travel Switzerland · OPPO · Rolex · Newfoundland

More commercials by Nicolai Fuglsig

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 “Midnight” commercial?

Nicolai Fuglsig directed it, produced by MJZ, for the agency TBWA\Media Arts Lab.

Which agency made Apple “Midnight”?

TBWA\Media Arts Lab created it for Apple (2017).

What awards did Apple “Midnight” win?

1 awards, including ANDY Awards 2017 Gold — Cinematography (Television).

What is the tagline of Apple “Midnight”?

“practically magic”

Sources for the credits and awards

AdForum