Joaquin Phoenix is getting into the world of wearable AI.
The 52-year-old Oscar-winning actor stars in the new campaign film for Gentle Monster‘s upcoming intelligent eyewear collection directed by filmmaker Jonathan Glazer.
The South Korean eyewear brand debuted a teaser for the film ahead of the collection’s pre-order launch on November 12.
The short film follows a Joaquin as salesman, who encounters a series of bizarre occurrences inside of hotel. He then comes face-to-face with mysterious figures at the end of a red-lit corridor, eventually discovering that the his AI eyewear allows him to understand communicate with them.
The new collection is part of a larger partnership between Gentle Monster, Google, and Samsung. The smart glasses are built on Google’s Android XR platform and powered by its Gemini AI assistant. The intelligent glasses feature offer hands-free assistance, allowing users to take photos, make calls and translate conversations.
“With his signature restrained tension, unpredictable pacing, and uncanny humor, Jonathan Glazer transforms an ordinary space into a strange, surreal world,” Gentle Monster shared in a press release. “Within it, Joaquin Phoenix subtly portrays a character navigating bewilderment and curiosity, fear and amusement, drawing audiences into this bizarre journey. At the crossroads of reality and illusion, intelligent eyewear emerges not merely as a technological device, but as a medium connecting disparate worlds.”
“The campaign teaser seamlessly integrates intelligent eyewear into a cinematic narrative, allowing its technological capabilities to unfold naturally through the story,” the statement continued. “By depicting the experience of communicating with the incomprehensible and forming new connections in unexpected moments, the film explores how technology can expand the possibilities of human connection.”
The full campaign film is scheduled to be released later this month.
Pre-orders for the Gentle Monster Intelligent Eyewear Collection begin November 12, followed by a public preview in New York from November 13 to 23. Registration for the preview will be available through the brand’s website.
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