Iphone 13 Pro - "Those That Follow" by ANDY Awards 2023
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| Title | Those That Follow |
| Agency | TBWA\ Media Arts Lab |
| Campaign | Shot on iPhone 13 Pro |
| Advertiser | Apple |
| Brand | Iphone 13 Pro |
| Date of First Broadcast/Publication | 2022 |
| Business Sector | Mobile Telephones & tablets |
| Story | Shot on iPhone, 'Those that Follow’ is a hallucinatory tale of karmic revenge, rooted in Thailand’s belief of ‘Phi Ta Khon’ or ghosts following people. The story follows two teens on the run after a robbery goes wrong. They attempt to lay low at the local ghost mask festival, stealing an ancient ghost mask to blend in. But the mask wields a dark, karmic power and unleashes its curse onto the two friends. Reckless Bas becomes increasingly paranoid, while guilty Thum starts to hallucinate, torn between following his friend and his own morals. As the hallucinations escalate and bleed into reality, things come to a head between the two friends, until finally, Bas disappears. Feeling remorse, Thum floats the mask downriver to let go of his wrongdoings. As the mask floats down the river, a silent scream can be heard. It’s Bas, trapped behind the mask, punished for his greed |
| Philosophy | The film is set in northeastern Thailand, during the town’s annual ‘Phi Ta Khon’ festival, where locals believe that once a year, spirits are free to roam amongst us. Festival-goers wear handmade ghost masks, believed to serve as portals for the spirits. At the end of the festival, the masks must be floated down the river to let go of evil trapped within. The film is rich with symbols and meaning based on true local beliefs. The mask is a symbol of karmic punishment, playing into the original meaning of the festival name, ‘Phi Ta Khon’, which means ‘ghosts following people’. |
| Media Type | Branded Content |
| Length | |
| AI Description | "Those That Follow" is a short film shot entirely on the iPhone 13 Pro, showcasing its cinematic capabilities. The story unfolds in northeastern Thailand during the eerie and vibrant Phi Ta Khon festival, known for its ghostly themes. The plot follows two teenage friends, Bas and Thum, who, after a botched robbery, steal a ghost mask to evade capture. As they navigate the festival, the mask unleashes a curse, leading to hallucinations and increasing paranoia. The narrative examines themes of remorse, guilt, and karmic justice as Bas disappears, seemingly consumed by the mask's power. The visually captivating film is steeped in local cultural references and traditions, challenging the characters' morality. The visuals are dark and atmospheric, enhancing the storyline's tension and supernatural elements, set against traditional sounds and suspenseful music. |
| Regional Executive Creative Director | Russ Tucker |
| Production Company | Hub Ho Hin Bangkok |
| Creative Director | Pimwadee Lai |
| Associate Creative Director | Zac Ong |
| Copywriter | Sarina Pornnimit |
| Copywriter | Nucci Lertwongweerachai |
| Art Director | Worapol Traitonwong |
| Art Director | Shafik Basir |
| Regional Executive Creative Director | Kenny Blumenschein |
| Managing Director | Michaela Futcher |
| Business Director | Allison Tang |
| Account Manager | Uttara Malhotra |
| Account Manager | Kyle Koh |
| Planning Director | Charinee Chairasmisak |
| Executive Producer | Angie Wong |
| Associate Producer | Maya Astrida |
| Senior Print Producer | Becky Ooi |
| Associate Business Affairs Director | Katie Wakefield |
| Associate Business Affairs Manager | Chayada Dabbaransi |
| Regional Business Affairs Manager | Shazila Ghazi |
| Localization Senior Account Manager | Kannaphat Chatcharoensuk |
| Localization Account Manager | Phattarada Chantarangkul |
| Localization Account Executive | Parichat Prathumthong |