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The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Branded Entertainment

Shot on iPhone 14 Pro - Fursat

Agency TBWA\Media Arts Lab / Singapore + Apple + OMD

Client Apple


Full Length Video / Single

Annual ID


About the Work

Fursat is India’s first Shot on iPhone Bollywood film directed by veteran filmmaker Vishal Bhardwaj. The film is a magical story about a man so obsessed with controlling the future that he risks losing what he holds most precious in the present. Whilst this piece was commissioned by Apple, we launched this film just like any other Bollywood film. The film was released on Hotstar (Disney+), India's leading VOD channel, where it became one of the top 10 releases on the platform. On Apple India’s YouTube channel, Fursat received a whopping 127 million+ views in only three weeks of launch. For a film-obsessed nation like India, our aim was to showcase how iPhone makes it possible to shoot a Bollywood-scale film without the use of traditional film equipment. Fursat takes advantage of iPhone 14 Pro’s camera features such as Action mode, Cinematic mode in 4K, macro and advanced low light capabilities to create a visually spectacular cinematic experience. Key moments in the film make use of iPhone’s camera features adding drama and detail to the scene. A running sequence through a crowded marketplace was closely shot using Action mode for stable handheld video without the use of a gimbal. Cinematic mode in 4K heightened the tension between characters as it automatically shifted focus from one character to another. iPhone's ability to capture subtle details in low light came into play as an emotional scene between the two lovers in the film played out in front of a small bonfire. Fursat inspired filmmakers across India to bring their most ambitious stories to life with nothing but an idea in mind and an iPhone in hand.

2023 Awards

Total Points: 9



TBWA\Media Arts Lab / Singapore
TBWA\Media Arts Lab APAC

Client / Brand

Apple / India

Media Distribution Company


Art Director

Shafik Basir


Karan Parmar

Chief Creative Officer

Brent Anderson

Creative Director

Pim Lai

Executive Producer

Angie Wong


WeiWei Gwee

Associate Creative Director

Zac Ong

Design Director

Sui Yao

assistant producer

Maya Astrida

Creative Consultant

Jonathan George

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