APPLE'S FIRST EVER HORROR FILM 'THOSE THAT FOLLOW'
_SHOT ON iPHONE
In Android-dominant Thailand, Apple needed to show that iPhone 13 Pro’s camera is best-in-class, even in low-light conditions.
Instead of comparing technical specs, Apple proved iPhone’s low-light capabilities with a true product demo. By tapping into Thailand’s superstitious nature to create the brand’s first-ever horror film, shot entirely on iPhone 13 Pro.
'Directed by one of Thailand’s top horror directors, Parkpoom Wongpoom, 'Those That Follow' drew on local spiritual beliefs and was based on the real life festival of 'Phi Ta Khon' in Northern Thailand.
A hallucinatory tale of karmic revenge, deeply rooted in the northeastern Thai belief of ‘Phi Ta Khon’ or ghosts following people.
The story follows two teens on the run after a robbery goes wrong. They attempt to lay low at a local ghost mask festival, but soon learn that there’s no hiding from their sins, no matter what mask they wear.
THE MAKING OF 'THOSE THAT FOLLOW'
_BEHIND THE SCENES
The film drew on local spiritual beliefs and was based on the real life festival of Phi Ta Khon in Northern Thailand. Ensuring authenticity of these beliefs, this region and the festival itself, was key to making the story believable, a critical element of the genre.
Most critical, and challenging, was ensuring the ingredient of darkness - central to any great horror film - could be delivered using an iPhone.
The campaign consisted of two hero films: the main film and the behind-the-scenes film, one trailer, three 15s ads teaching viewers how to achieve the shots with iPhone's key features.
Other supporting assets include a billboard, digital banners and in-store displays.
Gold in Film Craft Production - Direction (2023)
Silver in Film Craft Production - Cinematography (2023)
Bronze in Culture & Context - Cultural Insight (2023)
Bronze in Branded Content and Entertainment - Film (2023)
_One Asia Creative Awards
Gold in Direction (2023)
Bronze in Branded Video & Film (2023)
Grand Prix (2022)
Gold in Direction over 180 seconds (2022)