FILM / BTS / OOH / DIGITAL
Apple
Fursat
A Bollywood musical, shot on iPhone.
To showcase iPhone as a formidable movie-grade filmmaking tool, Apple took on the world’s biggest film industry — Bollywood.
Shot entirely on iPhone 14 Pro by award-winning director Vishal Bhardwaj, Fursat is the story of a man so obsessed with controlling the future that he risks losing what he holds most precious in the present.
A musical blend of genres, featuring five original songs.
Stunning locations, grand sets, and impeccable choreography come together in this fast-paced fantasy musical, told through five original compositions. All of which were composed by Director Vishal Bhardwaj in collaboration with Academy and Grammy Award lyricist, Gulzar.
Behind this epic production was iPhone.
For a film-obsessed nation like India, our aim was to show how iPhone makes it possible to shoot a Bollywood-scale film without the use of traditional film cameras.
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.
OOH coverage to compete with any other Bollywood film.
200+ billboards across India's major cities, in high traffic areas.
145 million views and counting.
On Apple India’s YouTube channel, Fursat received a whopping 127 million+ views in only three weeks of launch. The film was shared by Bollywood celebrities and fans alike, with many praising the director's ambition, while marveling at the capabilities of iPhone.
Targeted ads that teach.
We created ads that taught iPhone owners how to recreate moments from the film, using the phone's camera features.
Awards
Cannes Lion
Bronze in Entertainment Branded Content - Fiction Film: 5-30 minutes (2023)
The One Show Global
Bronze in Branded Entertainment Full Length Video - Single (2023)
ONE Asia Creative Awards
Silver in Moving Image Craft and Production - Original Music (2023)
Silver in Moving Image Craft and Production - Cinematography (2023)
Merit in Branded Entertainment - Branded Video & Film (2023)
D&AD
Shortlist in Sound Design & Use of Music - Original Composition (2023)
Credits
Client — Apple / Agency — TBWA\Media Arts Lab APAC / Production House — Absolute Studios
Director — Vishal Bhardwaj / Director of Photography — Swapnil Sonawane
BTS Director & Cinematographer — Akhil Vishnu Nair & Linesh Desai / Stills Photographer — Avani Rai
Lyricist — Gulzar / Head of Production Design — T.P. Abid
© Pimwadee Lai