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Apple Tapped ABT and NYCB Stars for This Gorgeous iPhone Promo

(From left) Gonzalo Garcia, Sara Mearns, Isabella Boylston, and Calvin Royal III in Ezra Hurwitz's "Mobile Devices," courtesy Ezra Hurwitz

Apple—continuing their sensational streak of genius dance collabs—has done it again, with a sleek promo video for the new iPhone that features the ballet world's best and brightest.

The beautiful short film, titled "Mobile Devices" (we see what they did there!), is directed by former Miami City Ballet dancer Ezra Hurwitz. It follows a day in the life of American Ballet Theatre soloist Calvin Royal III and New York City Ballet principal Sara Mearns, and also includes appearances by NYCB principal Gonzalo Garcia and ABT principal Isabella Boylston. "I wanted to showcase the experience of an African American male ballet dancer alongside the more traditionally featured white female ballerina," says Hurwitz, who frequently collaborates with stars of the dance world. "That said, I also wanted to keep it fun and visually driven, and make it a real celebration of these dancers' artistry, athleticism and determination."

The whimsical film is believe it or not, entirely shot on the new iPhone 11 Pro Max. Hurwitz was one of the first artists to try out the new phone last month. "What better way to showcase its capabilities than with the world's greatest dancers?" he says.

Watch the full film below:

Career Advice

The Secret to Making Marketing Videos People Actually Want to Watch

Ezra Hurwitz's videos creatively capture upcoming works for companies like American Ballet Theatre. Image courtesy Hurwitz

These days, it's hard to scroll through social media without seeing a beautifully produced dance video. While artists and companies may have once relied on flyers and posters to promote their performances, video has become the most effective way to reach the broadest audience possible. But with so many high-quality videos competing for attention online, only the most compelling content stands out from the crowd—and converts to ticket sales.

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Just for Fun

American Ballet Theatre's Rooftop Dance Video Is BEYOND

You could just drown in all the gorgeousness. Still via YouTube.

How is American Ballet Theatre gearing up for its fall season, October 17-28 at Lincoln Center? With an epic video featuring its dancers being their beautiful selves on a beautiful NYC rooftop, as you do.

Directed by dance-videographer-about-town Ezra Hurwitz, the vid features a slew of ABT standouts, including Misty Copeland, Isabella Boylston, Hee Seo, Calvin Royal III, and Catherine Hurlin, doing mind-bendingly beautiful things with the NYC skyline as a backdrop. They're living on the edge, quite literally—because nothing adds to the excitement of world-class ballet like a little bit of danger.

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The Creative Process

How Dancer-Turned-Filmmaker Ezra Hurwitz Makes Dance Go Viral

Ezra Hurwitz has created a successful second career in film. Photo by Erin Baiano, courtesy Hurwitz.

Ezra Hurwitz's dance trailers are tailor-made for going viral. His fast-moving shorts highlight not only the glamour of dance but also the grit, with a stylish Millennial sensibility.

The former Miami City Ballet corps member has been tapped by everyone from San Francisco Ballet to The Kennedy Center to Broadway's Chicago. He's also done commercials for non-dance companies like WeWork and Opening Ceremony, and collaborated on a music video for The National with Justin Peck. But no matter who's in front of the camera, his dancer's eye is always behind it.

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Career Advice

Dancing with the Camera: Ezra Hurwitz on Capturing Dance on Film

Still via ezrahurwitz.com

Sometimes it feels like you can't go to a ballet company's website, check Facebook, or research a new ballet without coming across one of Ezra Hurwitz's stylish dance shorts. In just a couple of years, this former Miami City Ballet dancer has become the king of the dance teaser. Already, he's worked with San Francisco Ballet, Miami City Ballet, New York City Ballet, the Kennedy Center, American Ballet Theatre and Martha Graham Dance Company. At a recent Dance/USA meeting, one of the speakers touted his work, encouraging everyone present to hire him for their marketing campaigns.

With his dance background and ease with social media platforms, Hurwitz seems to have stumbled into a vacuum that no-one had really realized was clamoring to be filled: well-produced, sophisticated short films that evoke the excitement of live performance and the creative process behind it. By showcasing ballet's athleticism and rigor, he makes it feel spontaneous and of our time.

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Dancers Trending

Watch Now: Two Short Films From Ballet Across America

Ballet lovers everywhere are dreaming of DC this week: Ballet Across America is taking over the Kennedy Center with help from two of ballet's favorite stars, Misty Copeland and Justin Peck.

But no matter where you are, you can still catch a taste of the festival. In addition to all the live performances, the Kennedy Center also commissioned a pair of short films by filmmaker (and former Miami City Ballet dancer) Ezra Hurwitz. Both premiered during the opening night celebration on Monday.

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