If there's one artist with a distinctive music video style, it's The Weeknd.

I still remember the first music video I ever saw of his.

I was 16 years old, and heavily in my Tumblr phase, when I saw the music video to 'Wicked Games'.

This was pre-Super Stardom The Weeknd (I know, I'm so alty). So stumbling upon this video, I felt as though I had struck gold.

The black and white shadowy shots brought a new definition to gloomy and grainy. The clip, minimal, allowing the song to be the centrepiece.

Never did I think I would see the day one of his videos was shot on an iPhone.

And maybe, if I did, I'd assume the result would be a disappointing sell-out piece that doesn't resemble the artist's style whatsoever.

Well, I was wrong in both instances.

Apple's 'Shot on iPhone' campaigns are always impressive, don't get me wrong.

But this one blows the others out of the water.

'Dancing in the Flames' is the latest 'Shot on iPhone' campaign. It showcases the features and post-production capabilities of the iPhone 16 Pro for The Weeknd's music video with the same title.

The campaign features a short clip, and behind the scenes footage of the MV. As always, it's shot entirely on the latest model of the device. And it is nothing short of epic.

Director Anton Tammi explains in the BTS that this is the reason they decided to shoot the entire video in slow motion. Cinematographer Erik Henriksson created the slowed down moody footage, using dream-like, retro sequences. He also added neon lights and tell-tale grainy aesthetics, which ring true to The Weeknd's creative characteristics.

All while using a singular iPhone, mind you.

What's even cooler is the fact that the campaign showcases two new post editing features. The first, called Apple Res Log, is a tool that allows users to colour grade their videos.

The second feature, Audio Mix, provides the ability to adjust audio in video. It can eliminate background wind noise or concentrate on the subject in the frame. Until now, videographers have only found tools like this in editing platforms like Premier Pro or Davinci Resolve.

From music to film production, from design to architecture, there's an Apple product that will seamlessly cater to your chosen niche. And their devices often become the industry gold standard.

Apple's focus on design and creativity is a key factor in its success as a company. Its products have long been known for appealing to creative professionals.