Title | THREE MINUTES |
Brand | APPLE |
Product / Service | IPHONE X |
Category | A01. Direction |
Entrant | TBWA\MEDIA ARTS LAB Shanghai, CHINA |
Idea Creation | TBWA\MEDIA ARTS LAB Shanghai, CHINA |
Media Placement | OMD Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Brent Anderson | TBWA\Media Arts Lab | Chief Creative Officer |
Chuck Monn | TBWA \ Media Arts Lab | Group Creative Director |
Stephen Kong | TBWA \ Media Arts Lab | Creative Director |
David Seah | TBWA \ Media Arts Lab | Creative Director |
Sidney Lim | TBWA \ Media Arts Lab | Broadcast Producer |
Michael Lu | TBWA \ Media Arts Lab | Associate Creative Director |
Adlin Rosli | TBWA \ Media Arts Lab | Associate Creative Director |
Mesu Lu | TBWA \ Media Arts Lab | Senior Art Director |
Alpher Xian | TBWA \ Media Arts Lab | Senior Art Director |
Mingyue Zhang | TBWA \ Media Arts Lab | Copy Writer |
Melvin Tan | TBWA \ Media Arts Lab | Creative Director |
A mum can’t be with her son on the first day of Chinese New Year, the most important day of the celebration. She’s a train conductor on duty along a week-long route, helping her passengers get home. Along the journey the train stops at her hometown station for three minutes. Her sister arranges for the son to meet mum on the train platform. They cherish their Chinese New Year reunion, even if it only lasts mere minutes.
Every frame was shot using a mobile phone camera. The director, a seasoned cinema storyteller, embraced this challenge of creating something cinematic without the use of traditional filmmaking cameras. Embracing the possibilities and limitations of the device, the director and team found creative ways to capture incredible shots and angles. The director was also able to go with the flow of the moment during the shoot, creating scenes on the fly that further enhanced the film. Every aspect of production was also carefully considered, not the least being casting. The cast intentionally had no famous stars. As the story was based on a true story, there was a lot of care put in conveying authenticity.