|Product / Service||IPHONE 11 PRO|
|Entrant||TBWA\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|
|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|
|Timothy Cheng||TBWA\ Media Arts Lab (ex)||Senior Art Director|
|Jet Aw||TBWA\ Media Arts Lab (ex)||Associate Creative Director|
|David Seah||TBWA\ Media Arts Lab (ex)||Creative Director|
|Juan Zhang||TBWA\ Media Arts Lab (ex)||Art Director|
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’.
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’.
The film was shot entirely on iPhone with no external lenses attached. Its tiny size and three lenses enabled us to tell the story from within a taxi seamlessly with simple camera movements and placements. It was shot mostly with natural light, other than the rainy night scenes, to highlight the raw reality of the protagonist. Whereas the daughter’s optimistic world was shot through the ‘magical telescope’ via forced perspective.