« Back to Videos


iPhones and smart phones are quickly becoming an integral part of our modern life, and in a way, beginning to alter who we are. Because so many of us are addicted to our smart phones, we decided to play out a world where this technological evolution may one day take over us and our identity. The natural direction seems to be the merging of mind and machine. 'Upgrade' shows where the latest and most fashionable iPhone model is implanted directly in the consumers' mind. Not so untrue, it comments on the underlying strangeness of today's world of marketing, innovation, and an increasingly virtual reality.