ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Craft in Video / Cinematography
Annual ID
ADC101_ADV005G
About the Work
To cement iPhone’s superiority as a movie-grade camera, Apple partnered with director Zheng Meng to release a “Shot on iPhone” Chinese New Year movie about making a movie.
The story follows a disheartened young stunt double-slash-wannabe director, his father, and a rag-tag crew of villagers as they set out to shoot an out-of-this-world movie in hopes of reviving their fading village and making it “internet famous”. This 23-minute heartwarming story is set to encourage everyone to never stop believing in their dreams—even if that dream is as far away as Mars.
To convince audiences that our villagers could achieve this vision, we needed to create a Hollywood-level sci-fi but with an atypical locally-crafted concept which was built and meticulously crafted with dilapidated household electronics and materials from daily life.
Everything on set—from the space helmets and suits created from rusted cookware, to the basecamp doors built from reclaimed refrigerators, to the cockpit decked out in refurbished video game consoles, old mobile phones and calculators—all worked together to create a highly unique Chinese visual sci-fi look. Everything was made only with practical effects and shot entirely with the three native lenses of iPhone 13 Pro.
Accompanying the film is a “Making Of” featurette that takes viewers behind the magic to further reveal production tricks and camera secrets on how to pull off and achieve certain aesthetics with iPhone. Filmmaking dreams come true with the cinema-grade camera of iPhone in your pocket.
The story follows a disheartened young stunt double-slash-wannabe director, his father, and a rag-tag crew of villagers as they set out to shoot an out-of-this-world movie in hopes of reviving their fading village and making it “internet famous”. This 23-minute heartwarming story is set to encourage everyone to never stop believing in their dreams—even if that dream is as far away as Mars.
To convince audiences that our villagers could achieve this vision, we needed to create a Hollywood-level sci-fi but with an atypical locally-crafted concept which was built and meticulously crafted with dilapidated household electronics and materials from daily life.
Everything on set—from the space helmets and suits created from rusted cookware, to the basecamp doors built from reclaimed refrigerators, to the cockpit decked out in refurbished video game consoles, old mobile phones and calculators—all worked together to create a highly unique Chinese visual sci-fi look. Everything was made only with practical effects and shot entirely with the three native lenses of iPhone 13 Pro.
Accompanying the film is a “Making Of” featurette that takes viewers behind the magic to further reveal production tricks and camera secrets on how to pull off and achieve certain aesthetics with iPhone. Filmmaking dreams come true with the cinema-grade camera of iPhone in your pocket.
Campaign
Shot on iPhone 13 Pro | Chinese New Year - Making of “The Comeback” with Zhang Meng | Apple
https://youtu.be/qnA6ONhQ8OA
Shot on iPhone 13 Pro | Chinese New Year - The Comeback | Apple
https://youtu.be/Me3PEs88pOU
2022 Awards
Total Points: 45
Gold Cube
Credits
Agency
TBWA\Media Arts Lab / Shanghai
Production Company
Lunar Films / Shanghai
Post Production Company
MPC / Shanghai
Media Distribution Company
OMD / Shanghai
Art Director
Carrol Shen
Chief Creative Officer
Brent Anderson
Cinematographer
Dong Luo
Creative Director
Aser CAO
Darren Leong
Ewan Yap
Joey Chung
Director
Meng Zhang
Executive Creative Director
Alfred Wong
Brian Ma
Executive Producer
Cristiana Ladki Williams
Phoebe Fan
Music Supervisor
Kurt Cheng
Producer
Alison Lin
Ivy Low
Jackie Liang
Product Designer
Shuo Wang
Account Director
Felicia How
Managing Director
Jezzebel Gu
Kara Yang
Account Manager
Scarlett Wang
Associate Planning Director
Summer Yang
Chief Client Officer
Monica Karo
Digital Producer
Kelvin Ngai
Executive Director
Brian O'Rourke
Group Account Director
Emily Gale
Music Director
Josh Marcy
President
Katrien De Bauw
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