ICM - Leeds Design Agency

A young woman’s boyfriend captures her surprised reaction at the deluge of unlikely passengers while the subway conductor makes an announcement about how much food is wasted in the city and how many people go hungry, then pans to a poster asking people to donate to City Harvest.

Filmed in one shot entirely on an iPhone, “Apples” was created, produced and finished by The Mill NY with award-winning, marketing communications agency Draftfcb New York. City Harvest asked Draftfcb for a commercial that conveyed a lot of food is wasted in a voluminous way. The iPhone captured a realistic feel people empathize with, and one that lends to a digital life as a viral film and a cinema vérité-styled commercial. The Apples were created entirely using CGI.

Here’s how it is done: