APPLE GOES BIG IN BOLLYWOOD WITH 'FURSAT'
_SHOT ON iPHONE
_SHORT FILM
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.
For a film-obsessed nation like India, our aim was to showcase how iPhone makes it possible to shoot a Bollywood-scale film without the use of traditional film equipment.
_MUSICAL BLEND OF GENRES
Stunning locations, grand sets, and impeccable choreography come together in this fast-paced fantasy musical, told through five original songs. All of which were composed by Director Vishal Bhardwaj himself, in collaboration with Academy and Grammy Award lyricist, Gulzar.
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.
THE MAKING OF 'FURSAT'
_BEHIND THE SCENES
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.
The film inspired filmmakers across India to bring their most ambitious stories to life with nothing but an idea in mind and an iPhone in hand.
_THE CAMPAIGN
Launched just like any other Bollywood movie, the film poster took over billboards in high-traffic locations all over India. 'Fursat' was released on India's Disney+ Hotstar, where it became one of the top ten releases on the platform.
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.
_AWARDS
_Cannes Lion
Bronze in Entertainment Branded Content - Fiction Film: 5-30 minutes (2023)
_D&AD
Shortlist in Sound Design & Use of Music - Original Composition (2023)
_The One Show Global
Bronze in Branded Entertainment Full Length Video - Single (2023)