NIAN - SHOT ON IPHONE

TitleNIAN - SHOT ON IPHONE
BrandAPPLE
Product / ServiceIPHONE
CategoryG05. Cultural Insight
EntrantTBWA\MEDIA ARTS LAB Shanghai, CHINA
Idea Creation TBWA\MEDIA ARTS LAB Shanghai, CHINA
Media Placement OMD Shanghai, CHINA
Production ICONOCLAST Los Angeles, USA
Post Production MPC Shanghai, CHINA

Credits

Name Company Position
Katrien De Bauw TBWA\Media Arts Lab President
Brent Anderson TBWA\Media Arts Lab Global Chief Creative Officer
Greg Greenberg TBWA\Media Arts Lab Group Creative Director
Kara Yang TBWA\Media Arts Lab Managing Director
Brian Ma TBWA\Media Arts Lab Executive Creative Director
Alfred Wong TBWA\Media Arts Lab Executive Creative Director
Ewan Yap TBWA\Media Arts Lab Associate Creative Director
Amber Qian TBWA\Media Arts Lab Associate Creative Director
Selwyn Low TBWA\Media Arts Lab Associate Creative Director
Darren Leong TBWA\Media Arts Lab Associate Creative Director
Jam Li TBWA\Media Arts Lab Senior Copywriter
Carrol Shen TBWA\Media Arts Lab Senior Art Director
Phoebe Fan TBWA\Media Arts Lab Executive Producer
Hon Foong Woo TBWA\Media Arts Lab Broadcast Producer
Gobby Yan TBWA\Media Arts Lab Broadcast Producer
Alice Zou TBWA\Media Arts Lab Assistant Producer
Brian O'Rourke TBWA\Media Arts Lab Executive Director
Cristiana Ladki Williams TBWA\Media Arts Lab Executive Producer
Felicia How TBWA\Media Arts Lab Account Director
Scarlett Wang TBWA\Media Arts Lab Account Manager
Emily Gale TBWA\Media Arts Lab Group Account Director
Josh Marcy TBWA\Media Arts Lab Music Director
Kurt Cheng TBWA\Media Arts Lab Music Supervisor
Monica Karo OMD Chief Client Officer
Jezzebel Gu OMD Managing Director

Write a short summary of what happens in the film

Entirely shot on iPhone, the 12-minute movie ‘Nian’ is an alternative take on a Chinese New Year folklore that traditionally portrays the titular character as a terrifying monster. In this version, a curious little girl confronts her fear of the unknown by seeking out the elusive, forest-dwelling Nian to find out if he was indeed as menacing as her parents often described – a ruse to discourage her from wandering off to the forest alone. Her curiosity was rewarded when she discovers the creature was misunderstood all along. Soon a beautiful friendship ensues.

Please tell us about the cultural insight that inspired the work

Chinese people grew up with the Chinese New Year legend of Nian, a forest-dwelling creature that’s always portrayed as a ferocious beast who terrorizes mankind. Little is known about the creature which makes it fearsome in people’s imagination for centuries. In our retelling of this legend, our protagonist is constantly reminded by her parents about the frightening stories of Nian as a ruse to discourage her from wandering off to the forest, an unknown world to them. This narrative stems from traditional Chinese societal norms where parents tend to overprotect their children from the outside world and the unknowns that come with it. With China’s young generation eager to stand out as individuals, the moral behind our story serves to instill in them a courageous mindset to explore new, unfamiliar experiences which might surprise them.

Links

Social Media URL   |   Video URL   |   Video URL