Can't live with them, can't live without them

Life and death of an iPhone

See the world through the lens of an iPhone from factory floor to the minutia of everyday life in this inventive branded film that offers a fresh perspective on our relationship with technology.

We spend larger and larger portions of our lives staring into the windows of technology. But imagine, for a moment, what it’d be like to be on the other side of that window looking out at ourselves.

Do not be fooled—this film is not a blatant condemnation of technology. Rather, it clearly understands the necessity of smartphones in modern day life. Yet it takes every chance it can to playfully ribs at the absurdity our phones bring out in us whether that be ignoring friends around us, taking ridiculous selfies, or frantically fishing it out of the toilet. Behaviours that were rude, crazy, or even childish are now common place. It’s a contemplative humour that feels British (though Paul is American). And in true British fashion, the film wraps up with a twist of irony when the phone, made in China, returns home to be sold second-hand by a Chinese street vendor.