Noka Films

films that challenge preconception and bias

Upgrade is a story of a young woman who is experiencing an embarrassing malfunction with her older model of the iPhone and is desperately seeking an upgrade.

Directors’ Statement
On January 9, 2007 Steve Jobs announced the first iPhone at the Macworld convention. Six years later, iPhones and similar smart phones are now an integral part of our modern life, and in a way, beginning to alter who we are. To ridicule our addiction to our smart phones, we played out a world where this technological evolution may one day take over us.
‘Upgrade’ shows the latest and most fashionable iPhone model implanted directly in the consumers’ mind. Not so far from the truth, it comments on the underlying strangeness of today’s world of marketing, innovation, and increasingly virtual reality.

Directed by Andrey Alistratov and Hazuki Aikawa

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