Cannes Lions
APPLE, Cupertino / APPLE / 2023
Overview
Entries
Credits
Background
Launch Ad to showcase the new video and photography features of the iPhone 14 Pro.
Execution
Chase is set to the wondrously-titled "The Life and Death of Ben Bekele”; a slice of off-kilter contemporary Jazz by Polish composer and percussionist Hubert Zemler. This pursuit of ever-growing ambition, kicks into gear as our auteur sets chase after a chicken to the sounds of a single guitar note repeatedly picked, immediately setting the tension. Layers of polyrhythmic percussion kick in as we’re thrust into a kung-fu film, dashing through the fiery kitchen of a Chinese restaurant. Our rhythm drops into half-time as our protagonist experiments with music videos and stop-frame animation, before flinging us forward into pure action with a percussive crescendo, layered with synth drones, arpeggiators and strings. This piece of music has been meticulously arranged to feel like score and finds all the gears to propel our action.
Outcome
So far the film was seen 5,299,161 times on YouTube.
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