SPECIMEN · HUMAN ELEMENT · Nº 47 · Ag SILVER

SUERTE

“A dream world, and not one special effect”

PLACE: APPLE
FRAME: SHOT ON IPHONE
FAMILY: IMMERSIVE
STATUS: DELIVERED · SHOT ON IPHONE

The campaign Apple runs every year to show off the iPhone's high-end cameras. In 2024, “Shot on iPhone” was told as a short film: “Suerte”, a music-based story inspired by the most iconic figures of the traditional Mexican board game La Lotería. Acclaimed production designer Fernanda Guerrero imagined an almost oniric world for the production — with one condition that changed everything: not a single special effect could be added. What you see on screen was built, lit and shot, which is exactly how you show what the camera can really do. It lives in Silver because that is where photography was born: silver salts on film.

KEY NUMBERS

100%
IN CAMERA: NONE
EFFECTS: ONIRIC
WORLD: LA LOTERÍA
SOURCE

PROJECT ARCHIVE

SUERTE — The hand-painted tunnel, light at the far end — The hand-painted tunnel, light at the far end

SUERTE — The corridor of red doors, flooded — The corridor of red doors, flooded

SUERTE — The corridor of red doors, dry: the diamond floor and the brass sconces — The corridor of red doors, dry: the diamond floor and the brass sconces

Inside the shoot: the built world, the slate and the iPhone▸ Play the clip

From storyboard to set: sixteen seconds of the shoot▸ Play the clip

SUERTE — La Sirena on the stone serpent, over black water — La Sirena on the stone serpent, over black water

SUERTE — The art deco elevator, seen from above — The art deco elevator, seen from above

SUERTE — Roughing out the terrain: foam, sandpaper and two pairs of hands — Roughing out the terrain: foam, sandpaper and two pairs of hands

SUERTE — The copper pipe set, lit up — The copper pipe set, lit up

LET'S BUILD ONE LIKE THIS ← BACK TO THE TABLE