The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Full Length Video / Single
Annual ID
OS23_BE059M
About the Work
To illustrate iPhone 13 Pro’s camera superiority in low light, we launched Apple’s first horror film in Thailand, a country deeply rooted in superstition with a deep love of “ghost movies”.
With scenes as dark as the tale itself, iPhone was put to the test. Our locally famous director, Parkpoom Wongpoom (Director of Shutter) shot the film using low light settings and put the camera to the test utilising cinematic mode and macro techniques.
The film follows two teens on the run after a robbery goes wrong - disguised in ghost masks, they hide out from police by blending in at the traditional Phi Ta Khon festival. Soon they discover that these masks are in fact possessed and will provide their final karmic comeuppance for what they have done.
Shot entirely on iPhone, the authentically Thai story was inspired by the little-known tradition of Phi Ta Khon, an annual festival in rural Thailand where locals wear ghost masks and believe spirits walk amongst them. The focus on authenticity included ensuring traditional artisans made the masks and costumes and the film remained true to the traditions of the region.
The film was viewed 14 million times and made headlines globally.
2023 Awards
Total Points: 3
Merit
Credits
Agency
TBWA\Media Arts Lab / Singapore
Client / Brand
Apple / Thailand
Media Distribution Company
OMD
Art Director
Shafik Basir
Copywriter
Sarina Pornnimit
Nucci Lertwongweerachai
Chief Creative Officer
Brent Anderson
Creative Director
Pim Lai
Executive Creative Director
Russ Tucker
Executive Producer
Angie Wong
Associate Creative Director
Zac Ong
Senior Art Director
Worapol Traitonwong
assistant producer
Maya Astrida
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