Apple

At first, you wouldn’t be able to pinpoint the difference between this Michael Gondry film and any others. It’s cute, it’s quirky, it’s lovely to watch. A heartbreaking tale of a young French girl who loses her tricycle due to her father’s poor harnessing to the back of their VW.  The story follows the helpless heroine as she pines over the loss of her beloved bike. Through charming circumstances, her bike sweetly follows the family throughout their vacation. The 10-minute piece is full of natural beauty, authentic emotion, warm-hearted serendipity with a little surrealism.

Want to know the most interesting part? It was filmed 100% on an iPhone 7 Plus.

You don’t even realize that you’re watching one of the most glorious advertisements to date. The iPhone’s video-enriching benefits, in fact, do all the heavy lifting—this without ever making themselves feel too obvious. You’ll lose yourself in the story without taking much note of the unit’s 4K recording, slow-mo, time-lapse and low-light capabilities … but like a well-honed soundtrack, that subtlety is part of the magic. More than ever we’re convinced to question “what can’t Apple do?” as the brand continues to amaze, surprise and fill a need I didn’t even know I had.

Watch “Détour” here. 

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Elle Toms

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