Cannes Lions
APPLE, Cupertino / APPLE / 2022
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Shot entirely on iPhone 13 Pro, ‘Detectives’ uses a relatable movie scenario to demonstrate the camera’s Cinematic mode feature and unpack it with self-referential dialogue. In an archetypal scene from a detective thriller, we find two cops on a stakeout. The background cop is having an existential crisis about being blurry. The foreground cop explains that the camera is just focusing on the scene’s “most important character.” As the dialogue eventually shifts the narrative in favor of the blurry cop, the camera pulls him into focus. But it turns out to be a plot red herring, and the focus ultimately shifts back to the foreground hero.
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