【Obsession Archives】

French director Michel Gondry is Obsession Archiveswell known for his many innovative approaches to shooting film and music videos, but none may be more disruptive than his recent decision to shoot a short film using an iPhone 7.

The ten-minute film, titled Détour, which is in French with English subtitles, was released on Thursday and tells a charming story of a family on a road trip with all the classic Gondry touches of surrealist quirkiness you'd expect.

Gondry, whose previous films include Eternal Sunshine of the Spotless Mind, The Green Hornet,and a number of groundbreaking music videos for the likes of Björk, Kanye West, Beck, and the White Stripes, seems at home attaching the iPhone 7 to various rigs to achieve the final result.

And what is that result? Surprisingly lush color and detail, with little hint that the film was shot on a smartphone.

Of course, much of that is also a credit to Gondry's well-honed skill as a professional director. But for those interested in following in Gondry's footsteps, Apple's UK YouTube account posted a series of behind-the-scenes videos of the director at work manipulating the smartphone in a wide variety of shooting situations.

Apple has been hard selling its "shot on an iPhone" campaign for a while now, but in terms of giving a demonstration of just how powerful the iPhone is for shooting beautiful video, Gondry was the perfect choice.

(Editor: {typename type="name"/})