framethrower

Study the greats · Find refs fasterFilmmakers · Animators · Advertisers

GenreDramaThrillerComedyHorrorRomanceActionCrimeSci-fiAdventureAnimation

WhatsApp “It's Between You” 2020

WhatsApp “It's Between You” (2020) is a WhatsApp commercial directed by Ian Ruschel for AlmapBBDO, produced by Iconoclast. It won 2 awards, including NYF 2020 Silver — Film Craft: Art Direction/Production Design.

A group of friends embarks on an adventurous journey through diverse natural landscapes, sharing intimate moments and communicating privately via WhatsApp, highlighting the app's role in personal connections.

Video: Gui Bohn on Vimeo

Shot by shot

  1. A young woman with long, wavy hair smiles and looks around, then turns to walk with friends towards a large, flat-topped mountain under a cloudy sky.© WhatsApp0:00
  2. A group of four hikers walk through a grassy field towards two large, flat-topped mountains under a cloudy sky.© WhatsApp0:13
  3. Two young women run barefoot through shallow water, splashing as they approach a waterfall in a rocky canyon.© WhatsApp0:22
  4. A woman with long, wavy hair and a white shirt looks up with her mouth open, as if screaming or singing, with light shining down on her.© WhatsApp0:28
  5. A group of friends, wearing hiking gear, walk through a rocky, jungle-like path, with one person in the foreground blurred.© WhatsApp0:30
  6. A blurry, extreme closeup of a person's head and hair, with bright sunlight and a blue sky in the background.© WhatsApp0:34
  7. A young woman in a yellow cap and backpack carefully climbs a rocky cave wall, her face showing concentration.© WhatsApp0:37
  8. A diverse group of young adults, wearing hiking gear, help each other climb a rocky mountain peak with a vast landscape in the background.© WhatsApp0:43
  9. A young Black man in a yellow shirt smiles shyly, looking down and to the side, with a blurred person in the foreground.© WhatsApp0:54
  10. A young woman with blonde hair smiles at another person, who is mostly in shadow, against a backdrop of mountains and sky.© WhatsApp1:00
  11. A person's finger taps on a smartphone screen, showing a green app icon, in a close-up shot.© WhatsApp1:09
  12. A middle-aged man with a beard, wearing a light blue shirt and dark tie, sits at a desk in a dimly lit office, looking at his phone and smiling.© WhatsApp1:12

Stills © WhatsApp. Made by AlmapBBDO, Iconoclast and Ian Ruschel.

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

The idea

WhatsApp keeps your most cherished moments private, even from your dad.

Tagline: “If you told your dad about the mountain or the kiss, it's between you.”

adventure journeyfriends bondingnature explorationprivate communicationparental curiosityshared experiences

The cut

Length
90 s
Shots
40
Average shot
2.3 s

What creatives use WhatsApp “It's Between You” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of WhatsApp “It's Between You”? 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 woman with long, wavy hair smiles and looks around, then turns to walk with friends towards a large, flat-topped mountain under a cloudy sky.© WhatsAppA group of four hikers walk through a grassy field towards two large, flat-topped mountains under a cloudy sky.© WhatsAppTwo young women run barefoot through shallow water, splashing as they approach a waterfall in a rocky canyon.© WhatsAppA woman with long, wavy hair and a white shirt looks up with her mouth open, as if screaming or singing, with light shining down on her.© WhatsApp
    Frames from WhatsApp “It's Between You”

  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 WhatsApp “It's Between You” in order, with its length, framing and what happens in it.

    A young woman with long, wavy hair smiles and looks around, then turns to walk with friends towards a large, flat-topped mountain under a cloudy sky.© WhatsAppA group of four hikers walk through a grassy field towards two large, flat-topped mountains under a cloudy sky.© WhatsAppTwo young women run barefoot through shallow water, splashing as they approach a waterfall in a rocky canyon.© WhatsAppA woman with long, wavy hair and a white shirt looks up with her mouth open, as if screaming or singing, with light shining down on her.© WhatsAppA group of friends, wearing hiking gear, walk through a rocky, jungle-like path, with one person in the foreground blurred.© WhatsAppA blurry, extreme closeup of a person's head and hair, with bright sunlight and a blue sky in the background.© WhatsApp
    Length: 90 s · Shots: 40 · Average shot: 2.3 s

  3. 03Ad ideas: every spot built on a friends bonding

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

    WhatsApp “It's Between You” is built on a friends bonding. Search the library by idea to see every spot that uses it.

    MassMutual “Dynamic Duos - Play By Play”© MassMutualCoopers Brewery - Sapporo “Prepare For Fugu”© Coopers Brewery - SapporoSekonda “Card Tower”© SekondaBudweiser “In Tokyo”© Budweiser
    MassMutual · Coopers Brewery - Sapporo · Sekonda · Budweiser

More commercials by Ian Ruschel

More from AlmapBBDO

  • Kombi Volkswagen "Los últimos deseos de la kombi" (2014) commercial still© Kombi VolkswagenKombi Volkswagen “Los últimos deseos de la kombi” 2014Dir. Fernando Grostein De Andrade · AlmapBBDOEl Ojo de Iberoamérica Grand Prix 2014
  • Pedigree "CARAMELO" (2026) commercial still© PedigreePedigree “CARAMELO” 2026Dir. Paulo Gonçalves · AlmapBBDOANDY Awards Gold 2026
  • Getty Images "Endless Stories" (2019) commercial still© Getty ImagesGetty Images “Endless Stories” 2019AlmapBBDOANDY Awards Gold 2019
  • Varejo "Misturados" (2016) commercial still© VarejoVarejo “Misturados” 2016Dir. Rodrigo Saavedra · AlmapBBDOEl Ojo de Iberoamérica Gold 2016
  • Instituto Igarapé "War on Drugo" (2015) commercial still© Instituto IgarapéInstituto Igarapé “War on Drugo” 2015AlmapBBDOCannes Lions Gold 2015
  • Volkswagen Spacefox "Dog-Fish" (2009) commercial still© Volkswagen SpacefoxVolkswagen Spacefox “Dog-Fish” 2009Dir. Armando Bo · AlmapBBDOCannes Lions Gold 2009

Award-winning tech commercials

Questions

Who directed the WhatsApp “It's Between You” commercial?

Ian Ruschel directed it, produced by Iconoclast, for the agency AlmapBBDO.

Which agency made WhatsApp “It's Between You”?

AlmapBBDO created it for WhatsApp (2020).

What awards did WhatsApp “It's Between You” win?

2 awards, including NYF 2020 Silver — Film Craft: Art Direction/Production Design and NYF 2020 Bronze — Film Craft: Direction.

What is the tagline of WhatsApp “It's Between You”?

“If you told your dad about the mountain or the kiss, it's between you.”

Sources for the credits and awards

nyfadvertising.comnyfadvertising.comnyfadvertising.com