Poached
Singapore's chicken rice war, documented on iPhone. Big ambitions clash in tiny kitchens, all in the name of the beloved local dish — chicken rice. To celebrate Singapore's UNESCO Heritage hawker culture, we enlisted the creator of Chef's Table and director of Jiro Dreams of Sushi, David Gelb, to tell the story of Poached 有鸡可趁, a dramatic tale of the ongoing war between two hawker chefs as they compete for the perfect dish.
Trailer
Apple’s first documentary,
shot entirely on iPhone
A commentary on Singapore's food culture & constant battle between tradition vs. modernity.
The story centers around the rivalry between famous chicken rice stall Tian Tian and the stall just two doors down, Ah Tai Chicken, opened by Tian Tian's former chef of 20 years. The two chefs' ethos to creating this well-loved dish reflects the Singaporean dilemma: should one stick to traditional roots or push for progress and modernization?
Campaign overview
Behind-the-scenes
Shot in the hot, cramped kitchens of open-air food courts known as hawker centers in Singapore,
we showcased iPhone 13 Pro camera features, such as Cinematic mode, macro and time-lapse.
@apple content & PR
Recognition
Spikes Asia - Shortlist
AWARD Award - Shortlist
Credits
TBWA\ Media Arts Lab Singapore,
Directed by David Gelb, Independent Media
Director of Photography — Chloe Weaver.
Apple's CEO Tim Cook loved it so much,
he tweeted it out to the world.