Last week, Apple continued its famous "Shot on iPhone" series of films with the release of "¡Suerte!," a 13-minute short film featuring a cast of musicians known for making Música Mexicana, a subgenre of Latin music.
Helmed by TBWA\Media Arts Lab Latam and directed by duo CLIQUA (Pasqual Guttierez and Raul 'RJ' Sanchez), it stars Iván Cornejo alongside Eden Muñoz, Maria Zardoya, and producer Camilo Lara.
View this post on Instagram
The film follows the young musician on a surreal journey that takes him through the streets of Mexico.
On his quest for inspiration, Cornejo crosses paths with a giant talking fish, swims through a flooded hallway, meets a mermaid while floating on a giant umbrella, and plays a traditional Mexican game of lotería with the devil himself.
One of the film's most memorable scenes involves an awkward elevator ride shot in black-and-white, where the protagonist meets the Grim Reaper and gets on a video call with a singing frog puppet.
Apple has marked the occasion by releasing the special soundtrack used heavily in the film.
The titular track was also written and performed by Cornejo, who is currently one of the most popular Regional Mexican artists in the U.S.
"Intercambio Injusto" will also be featured in Cornejo's upcoming studio album "Mirada," which comes out tomorrow.
The short film has since gone viral, gaining over 2.3 million views on YouTube alone.
The Power of the iPhone Camera
Launched in 2015, Apple's "Shot on iPhone" series is one of the tech giant's most iconic and ingenious campaigns that remains relevant to this day.
Initially conceived to promote the iPhone 6s, the multi-million dollar campaign highlighted the phone's value as a camera.
Beginning as a campaign that utilized real photos shared by iPhone users (by putting them on billboards and social media ads), the initiative eventually evolved to include commercials, documentaries, and films shot on the smartphone.
"¡Suerte!" was shot using the iPhone 15 Pro, which features:
- a 48-megapixel Main camera
- a 12-megapixel Ultra Wide camera
- a 12-megapixel Telephoto camera
Earlier in March, Apple released another film shot on the iPhone 15 Pro.
Directed by renowned Japanese director Takashi Miike, "Midnight" is a 19-minute adaptation of a manga by Osamu Tezuka.
Aside from a powerful camera, Apple has also unveiled other features that will be present in newer iOS devices.
Apple also announced recently that iOS 18 would come with AI integration and Satellite Messaging.
Apple is on a roll this year, not even being derailed by the crushing feedback it received for its spot promoting the thinnest iPad Pro.
The tech giant continued to release ad after ad to showcase the iPhone, Apple Watch, and Mac laptop's capabilities, ultimately overshadowing the backlash and putting a quick end to negative comments on social media.
Editing by Katherine 'Makkie' Maclang
