Apple’s latest shot on iPhone is wild. Vibrantly coloured, brilliantly cinematic, fantastically imaginative. Suerte! (Luck!) is a whimsical story that artfully blends Música Mexicana (the fastest-growing Latin music sub-genre) and the traditional Mexican board game of chance, Lotería. It stars 20-year-old, Música Mexicana break-out musician, Iván Cornejo, debuting his new song, Intercambio Injusto.
The film, that draws on Mexican and Hispanic culture, follows a young Hispanic artist played by Iván Cornejo, who overcomes creative block through an intense connection with his roots. Characters from the traditional board game of chance, Lotería, such as a fish, the devil, and a mermaid, come to the artist’s rescue, aiding him in finding his musical inspiration and writing his new song.
A star-studded cast in front of and behind the camera includes Música Mexicana artist, Eden Muñoz; Maria Zardoya, lead singer of Indie Latin band, The Marías; and Mexico City producer, Camilo Lara; and behind the camera, Cliqua, the Los Angeles-based duo of Mexican-American directors, Pasqual Guttierez and Raul ‘RJ’ Sanchez, known for their innovative music videos with renowned Latin artists.
The directors use key iPhone 15 Pro features, including 5x optical zoom, Action mode, Cinematic mode, and Low Light, to creatively celebrate Música Mexicana in a first-of-its-kind cinematic storytelling.
Known for his melodic sounds, Cornejo epitomizes the modernization of Música Mexicana, having gained recognition for his authentic take on the genre by landing No. 10 on Billboard’s 2023 year-end Top Latin Artists chart, and quickly becoming a beloved figure in the regional Mexican music scene.
The campaign also features Música Mexicana artist Eden Muñoz, Maria Zardoya (lead singer of Indie Latin band The Marías), and Mexico City-based producer Camilo Lara.
Behind the camera is Cliqua, the Los Angeles-based duo of Mexican-American directors Pasqual Guttierez and Raul ‘RJ’ Sanchez, known for their innovative music videos with renowned Latin artists. The directors use key iPhone 15 Pro features, including 5x optical zoom, Action mode, Cinematic mode, and Low Light, to creatively celebrate Música Mexicana in a first-of-its-kind cinematic storytelling.
The campaign is running in digital, TV, and social across Mexico and the US. In Mexico, there will also be a supporting OOH campaign. Following the Shot on iPhone format, a behind-the-scenes video supports the hero video, showing how iPhone 15 Pro offers the best features for creating films right in the palm of your hand.
BTS: https://www.youtube.com/watch?v=zF6pTNSGph4
On July 15, Apple is hosting a special Today@Apple session in Antara, Mexico City where there will be a 30-minute live performance with Ivan Cornejo in partnership with Apple Music.
Credits:
Agency: TBWA\Media Arts Lab LATAM
Production company: Landia
Director: Cliqa (Pasqual Guttierez and Raul ‘RJ’ Sanchez)
Music: Intercambio Injusto by Ivan Cornejo
A star-studded cast:
Next-gen Música Mexicana artist, Iván Cornejo, is a singer/songwriter from Riverside, California, Iván began uploading folk-influenced corridos to social media at 14, going viral three years later with his 2021 single, Está Dañada. Known for his melodic sounds, Cornejo epitomises the modernisation of Música Mexicana, having gained recognition for his authentic take on the genre by landing No. 10 on Billboard’s 2023 year-end Top Latin Artists chart, and quickly becoming a beloved figure in the regional Mexican music scene. The 20-year-old has reached over 1.1B combined streams. Cornejo’s second album, MIRADA, will launch on July 18, 2024.
Established Música Mexicana artist, Edén Muñoz, is from Mazatlan, Mexico, Edén is a singer and composer. He’s a former band member of the popular Norteño band Calibre 50, before spinning off into a solo career in 2022. He is best known for his hit corridos and was named the most popular Latin artist on YouTube Mexico in 2022, surpassing Bad Bunny and Shakira.
Maria Z, lead singer of Indie Latin band, The Marías, an LA based indie band, is Puerto Rican-born. The band is best known for their bilingual songs and recent collabs with Bad Bunny and Tainy/Young Miko. Their latest album, Submarine, just dropped on May 31.
Luis Felipe Tovar, Loteria Caller and Diablito, ia an established and well-loved actor in Mexico that has been in the film and telenovela scene for more than 40 years. He is also a performance teacher. He is a 3x winner of the Ariel award, Mexico’s most prestigious film award.
Directors, Cliqua, are Los Angeles-based, Mexican-American directing duo, Pasqual Guttierez and Raul ‘RJ’ Sanchez. Formed in 2018, they were quintessential in the new Reggaeton wave, working closely with Bad Bunny, Rosalía and J Balvin. Cliqua’s narrative music video work with The Weeknd over the past two years has garnered them a VMA and a number of international music awards. Cliqua’s short film has won three film festivals including Best Narrative Short at Atlanta Film Fest, and is currently Oscar qualified.
Composer, Camilo Lara, a producer from Mexico City, writes for film, gaming and TV projects sometimes composing the score, other times creating songs. He is the founding member of the popular electronic music project, Mexican Institute of Sound.
