Apple hires Old Boy director for iPhone 13 movie

At Apple, all means are good to praise the merits of its new products. To make a show of force, the apple firm shares a new short film entirely produced thanks to the iPhone 13 Pro. For the occasion, she recruits an emblematic figure of Korean cinema: Chan-Wook Park. The filmmaker, awarded at Cannes in 2004 for old boystages a martial arts film in the pure tradition of the genre, with fantasy and fights.

This is not the first time that Apple has carried out a marketing stunt of its kind, the brand had offered the services of Michel Gondry in 2017 to Detour. He also recently had fun with the iPhone 13 and a dozen eggs.

Enrage Samsung?

It will not have escaped you, but the new S22 range was made official a few days ago. The output of Life is But A Dream at the same time is probably no coincidence. Especially since the director of the latter is Korean, the country of origin of the giant Samsung. Undoubtedly a way for Apple to talk about its phone, and to eclipse (a little) the S22. The success of South Korean productions on platforms and at the box office will no doubt also have motivated Apple to make a foray into the genre. And a rather successful foray, the short film is a real tour de force with a tone rather different from what the apple has accustomed us to.

The story follows the undertaker’s boss who needs wood to build a coffin. He thus goes to loot an abandoned tomb, but in doing so accidentally awakens the ghost of a former swordsman. A rather whimsical plot. The filmmaker also confides that he had unprecedented freedom to direct it. He explained at a press conference: “It’s not easy to dive deeper into genre experiences for a feature film, because it takes a lot of money, and there’s a lot of pressure. When I make shorts, I have creative freedom.”

To discover Life is But a Dream (Life is anything but a dream in French), see you in the video above. The French subtitled version is not available.