‘Here I am’: Apple’s new Shot on iPhone documentary offers an intimate view of Usher’s Super Bowl halftime show
Following Usher’s signature Vegas Super Bowl Halftime Show, Apple has released a behind-the-scenes short film documenting the creative process of the performance, with every moment shot entirely on iPhone.
Interweaving documentary footage with clips from the live performance itself, Apple describes the short film as “the epic show like you’ve never seen before,” taking a deep dive into this year’s halftime show from the beginning to the last performance. The ten-minute documentary offers an intimate look at the halftime show, with unique angles left out of the live broadcast.
With director Mike Carson behind the camera, no fewer than 40 iPhone 15 Pro and iPhone 15 Pro Max handsets were used to bring the film to life. It opens with clips from the show’s early stages of development, including dance rehearsals and sound checks, and captures Usher’s incredible work ethic and determination; “If you do your best, people will respect what you do,” he says at the beginning of the film.
From intimate footage of Usher’s intense training sessions to physiotherapy sessions, the documentary shows that it’s no easy feat to headline at halftime. Behind the live performance lies an intricate creative process that audiences normally don’t see, and that puts Apple at the forefront of the film, revealing the beating heart and deeper elements of Usher’s halftime show.
While the behind-the-scenes aspect of the documentary is insightful and compelling, the iPhone recording angles of the actual performance give us a whole new perspective on the show.
The film alternates back and forth between rehearsal and performance, with the multiple iPhones capturing the live performance from stationary perspectives, as well as more dynamic shots taken by phones connected to the dancers and musicians.
Showcasing close-ups of dancers, stunt performers and musicians, Apple’s documentary also highlights more intimate details of the performance.
Since Apple Music joined the NFL family in 2023, this is the first time a halftime show sponsor has spotlighted the process behind what has become one of the world’s largest music showcases. It takes an army of highly creative people to put together a performance like the Super Bowl Halftime show – a performance that even Usher couldn’t pull off on his own.