Top Spot of the Week: David Gelb Directs "Poached," Apple’s 1st Shot On iPhone Film For Southeast Asia


Robert Goldrich
Wednesday, Apr. 27, 2022


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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 TBWA\Media Arts Lab Singapore.

Poached is appearing on YouTube, digital and social media.


Client Apple Agency TBWA\Media Arts Lab Singapore Production Independent Media David Gelb, director

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