Apple has posted a short film online, shot on iPhone by Michel Gondry, the director of 2004’s Eternal Sunshine of the Spotless Mind. Called “Detour,” the short French language comedy tells the somewhat surreal story of a girl’s lost tricycle — which just so happens to also include plenty of slapstick pratfalls and some singing fish. Because why the heck not?
Check it out below.
https://www.youtube.com/watch?v=j3qMZXMPBwg&t
Apple also shared a series of short behind-the-scenes videos, depicting Gondry at work on the short. It’s part of a recent change in Apple’s marketing strategy, focused on producing video content that can be shared online, rather than more traditional broadcast ads.
The company’s “Shot on iPhone” campaign has been running for the past several years, focusing on how the iPhone can be used by creatives as a legit tool for shooting their own photos and video.
Gondry is making an appearance at the Apple March Saint-Germain retail store today, discussing his career and the “Detour” short film.
https://www.youtube.com/watch?v=VDQ9-fBpYdk
https://www.youtube.com/watch?v=d6xGzzT8Dhw
https://www.youtube.com/watch?v=Tp8j4D2YRYA
https://www.youtube.com/watch?v=iJ9_QZuFWtA
https://www.youtube.com/watch?v=wxm4YBXxC_4
https://www.youtube.com/watch?v=ENkGIdzYrwE
Luke Dormehl is a U.K.-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Apple Revolution and The Formula: How Algorithms Solve All Our Problems … and Create More, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme and other publications.
