DAUGHTER

Silver Spike

Demo Film

Film

TitleDAUGHTER
BrandAPPLE
Product / ServiceIPHONE 11 PRO
CategoryA01. Direction
EntrantTBWA\MEDIA ARTS LAB Shanghai, CHINA
Idea Creation TBWA\MEDIA ARTS LAB Shanghai, CHINA
Production TBWA\MEDIA ARTS LAB Shanghai, CHINA
Post Production TBWA\MEDIA ARTS LAB Shanghai, CHINA

Credits

Name Company Position
Brent Anderson TBWA\Media Arts Lab Chief Creative Officer
Greg Greenberg TBWA\Media Arts Lab Executive Creative Director
Brian Ma TBWA\ Media Arts Lab Executive Creative Director
Alfred Wong TBWA\ Media Arts Lab Creative Director
Ewan Yap TBWA\ Media Arts Lab Associate Creative Director
Amber Qian TBWA\ Media Arts Lab Associate Creative Director
Mesu Lu TBWA\ Media Arts Lab Senior Art Director
Jam Li TBWA\ Media Arts Lab Senior Copywriter
Nana Shao TBWA\ Media Arts Lab Senior Copywriter
Elisa Wang TBWA\ Media Arts Lab Art Director
Jet Aw TBWA\ Media Arts Lab (ex) Associate Creative Director
Timothy Cheng TBWA\ Media Arts Lab (ex) Senior Art Director
David Seah TBWA\ Media Arts Lab (ex) Creative Director
Juan Zhang TBWA\ Media Arts Lab (ex) Art Director

Write a short summary of what happens in the film.

This eight-minute moving tale about three generations of women reflects China’s changing societal norms which drove a single mother to become estranged from her own mother, and face the adversity of raising her daughter unconventionally alone. The story concludes with an unexpected, yet heartfelt reunion on Chinese New Year’s Eve. An underlying message that continues to build on Apple’s belief that ‘No matter how far we grow apart, humanity will always reconnect us’.

Cultural / Context information for the jury

Rapid changes in modern China have caused a huge divergence across generations. This moving eight-minute film talks about the adversity faced by three generations of women due to China’s changing social norms. The story concludes with an unexpected, yet heartfelt reunion on Chinese New Year’s Eve, conveying Apple’s unique POV: ‘No matter how far we grow apart, humanity will always reconnect us’.

Tell the jury anything relevant about the direction. Do not name the director.

A single moment in time can propel your life into new, unexpected directions. The vision of the director is to capture these moments in life with the camera we have in our pocket every second of the day. By shooting entirely on iPhone with no external lenses attached, he created a raw and intimate visual language surrounding the three protagonists - their lives and eventual reunion in a confined space of a taxi through unexpected camera placements, admirably ensure that we are never far away from them, akin to a passenger in their lives. Putting Ms. Zhou Xun in the driving seat, having her revisited a role she once famously played 10 years ago; she genuinely brings with her to viewer - her maturity and sentiment in this film not just as a single mom but daughter as well.