Upgrade is a short film about a young woman who is experiencing an embarrassing malfunction with the older model iPhone embedded into her brain and is desperately seeking an upgrade to the iPhone 7.
The video was produced by Noka Films. Directors Andrey Alistratov and Hazuki Aikawa had this to say about it.
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On January 9, 2007 Steve Jobs announced the first iPhone at the Macworld convention. Six years later, iPhones and similar smart phones are now an integral part of our modern life, and in a way, beginning to alter who we are. To ridicule our addiction to our smart phones, we played out a world where this technological evolution may one day take over us.
‘Upgrade’ shows the latest and most fashionable iPhone model implanted directly in the consumers’ mind. Not so far from the truth, it comments on the underlying strangeness of today’s world of marketing, innovation, and increasingly virtual reality.
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Take a look below...
[via AdWeek] [via Dean]
[Vimeo]
The video was produced by Noka Films. Directors Andrey Alistratov and Hazuki Aikawa had this to say about it.
---
On January 9, 2007 Steve Jobs announced the first iPhone at the Macworld convention. Six years later, iPhones and similar smart phones are now an integral part of our modern life, and in a way, beginning to alter who we are. To ridicule our addiction to our smart phones, we played out a world where this technological evolution may one day take over us.
‘Upgrade’ shows the latest and most fashionable iPhone model implanted directly in the consumers’ mind. Not so far from the truth, it comments on the underlying strangeness of today’s world of marketing, innovation, and increasingly virtual reality.
---
Take a look below...
[via AdWeek] [via Dean]
[Vimeo]