Apple iPhone

The Archives


Mobile photography has enabled us to capture more photos and videos than ever before. Each of us preserve hundreds of images within our camera roll, but it’s not often we take the time to review and relive the moments we save. Apple’s latest film, “The Archives” focuses on the Memories tab function within iOS 10 that not only curates all the best images from a specific vacation or time period but also syncs the images to music that evoke the emotion of that album.
The film opens with an archivist walking through a memory vault filled with millions of images and videos. As he skims through the various collections, he selects images from the past year that reflect the memories a young mother has of her family, including the recent birth of her daughter. The archivist strings the best photo and video images together to create a movie, which the mother is watching on her iPhone Memories. With tears in her eyes, she scrolls through each movie reliving the most important moments captured on her iPhone.
The family featured in the film is a true depiction of a Spanish family whose passion and love for each other is captured in the memories they keep on their iPhone. Ten years ago, the young couple quickly fell in love after working together in a play. After only a few months together, they moved in together but realized they were quite opposite in many ways and struggled to find commonalities. They found common ground in parenthood and raising their two children, whom they credit for teaching them how to love each other truly. Over the years their iPhone has captured their family photos. The imagery featured in The Archives film is a true reflection of their family and the emotion the memories evoke.

This professional campaign titled 'The Archives' was published in United States in June, 2017. It was created for the brands: Apple and iPhone, . This Film medium campaign is related to the Electronics, Technology industry and contains 1 media asset. It was submitted over 6 years ago.


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