Client: Apple
Date: Apr 2022
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Apple has launched a campaign in Singapore to promote the camera functions on the iPhone 13 Pro and iPhone 13 Pro Max.

The campaign, called “Poached” and part of the Shot on iPhone series, is a short documentary of Singapore’s national food, chicken rice, and the tension that arises between two hawkers as they compete for the perfect recipe.

The documentary, filmed by David Gelb, director of Jiro Dreams of Sushi and creator of Chef’s Table, wants to highlight Singapore’s hawker culture and the chefs behind the food.

“Shooting in a hawker kitchen, there’s not a lot of space. We want to tell their story, but we don’t want to interfere, and we want to present what they are doing in a very authentic and natural way,” said Gelb.

“When I was first starting, I wish I could have had a device like this. All that an aspiring filmmaker needs to worry about is finding a great story to tell and then all the tools to tell that story are right in front of them. I imagine that it’ll inspire a generation.”


Creative Agency: TBWA\Media Arts Lab Singapore

Director: David Gelb

Production Company: Independent Media