Apple Korea announced on the 9th that it has released the music video for aespa’s new song “Dirty Work,” which was filmed entirely using the iPhone 16 Pro. This is Apple’s third “Shot on iPhone” campaign produced in Korea, following director Park Chanwook’s short film “Life Is But a Dream” in 2022 and NewJeans’ “ETA” music video in 2023.
The “ETA” music video, shot on an iPhone 14 Pro, received four awards at the One Show 2024 advertising festival held in New York last year. The video, also used in Apple’s global advertising, drew attention for adding bunny ears, NewJeans' signature symbol, to the Apple logo.
However, with NewJeans currently in a contract dispute with their label, ADOR (a subsidiary of HYBE), Apple now appears to have shifted its focus to aespa. Previously, former ADOR CEO Min Hee-jin, who is at the center of the dispute, made headlines by revealing a message from HYBE Chairman Bang Si-hyuk asking before NewJeans’ debut, “Can you step on aespa?”
On May 29, a court ruled in favor of ADOR’s request for an indirect compulsory order, stating that if NewJeans carries out any independent activities without ADOR’s prior approval, the group must pay 1 billion KRW (approx. $720,000 USD) per violation per member.
The entire “Dirty Work” music video by aespa was filmed with the iPhone 16 Pro, featuring 4K 120fps slow motion for key performance parts. High-resolution, high-frame-rate footage allowed the dance sequences to be edited with variable playback speeds for a more dramatic effect. The ending scene with fireworks was also captured using the iPhone’s slow motion feature.
Apple has released a 30-second behind-the-scenes video and 15-second how-to clips explaining how to use iPhone’s 4K 120fps slow motion. These can be found on TV, digital platforms, social media, Apple Korea’s YouTube channel, and Apple’s global Instagram. Apple explained that users can achieve high-quality results with just two simple taps.
aespa’s “Dirty Work” performance video will be available from midnight on Apple Music, SM’s official YouTube, and aespa’s YouTube channel.
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