Filmed and directed by David Gelb–director of Jiro Dreams of Sushi, and creator of Chef’s Table–this short documentary-style film for Apple titled Poached tells the story of Singapore’s national dish, chicken rice, and the tension that arises between two former compatriots who compete with their respective recipes, one old-school, the other modernized, to win the palates and stomachs of customers.
The five-minute piece–Apple’s first Shot on iPhone film for Southeast Asia–was produced via Independent Media for agency TBWAMedia Arts Lab Singapore.
Poached is appearing on YouTube, digital and social media.
CreditsClient Apple Agency TBWAMedia Arts Lab Singapore Production Independent Media David Gelb, director
Apple, Director Aoife McArdle “Capture” Cinematic Slow-Motion Filmmaking On iPhone 16 Pro
Aptly titled “Capture,” this spot from Apple’s in-house creative ensemble shows the high caliber mobile filmmaking of which the iPhone 16 Pro is capable. Directed by Emmy and DGA Award nominee (for Severance) Aoife McArdle via production company SMUGGLER--and lensed by cinematographer Edu Grau--the commercial captures the iPhone’s ability to record in 4K120fps ProRes and then adjust playback speed after capture in the Photos app to create cinematic slow-motion filmmaking. This breathtaking imagery is showcased in a wide range of circumstances--from epic action to intimate moments.
The tagline: “Hollywood in your pocket.”
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