ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. 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.
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About the Work
How often do we wake up every morning questioning whether we are good enough?
Feelings of insecurity are among the most relatable struggles in life, with approximately 85% of people worldwide having low self-esteem or associated anxiety. In China, youth insecurity has reached crisis point. Research shows 70% of young people in China experience anxiety caused from their studies, work, appearances, or health.
Amidst this perfect storm, the social media apps in our iPhones, while built to connect us, can paradoxically compound our insecurities. The unattainable beauty ideals perpetuated by social media are supercharged by China’s influencer-dominated culture.
In the face of this crisis, Apple launched a film about a young girl with the power to shape-shift who overcomes her own insecurities with the help of family. Our protagonist’s extraordinary gift mirrors the current crisis among Chinese youth, who grapple with the pressure to adopt various personas for acceptance. Featuring over 18 shape-shift sequences, all captured practically on the iPhone 15 Pro Max, this poignant coming-of-age narrative visually inspires and resonates with a timely reminder: you are enough.
Written by acclaimed Chinese screenwriter Pan Yiran, directed by Marc Webb (500 Days of Summer, Gifted, The Amazing Spiderman), and featuring renowned Chinese actor Fan Wei, this is a story set in China, but one that resonates with a global audience.
Our audience resonated with the film and was praised for being a source of inspiration with thousands sharing their favorite line in our story: “If you can't be perfect, why bother changing? Just be yourself”.
Feelings of insecurity are among the most relatable struggles in life, with approximately 85% of people worldwide having low self-esteem or associated anxiety. In China, youth insecurity has reached crisis point. Research shows 70% of young people in China experience anxiety caused from their studies, work, appearances, or health.
Amidst this perfect storm, the social media apps in our iPhones, while built to connect us, can paradoxically compound our insecurities. The unattainable beauty ideals perpetuated by social media are supercharged by China’s influencer-dominated culture.
In the face of this crisis, Apple launched a film about a young girl with the power to shape-shift who overcomes her own insecurities with the help of family. Our protagonist’s extraordinary gift mirrors the current crisis among Chinese youth, who grapple with the pressure to adopt various personas for acceptance. Featuring over 18 shape-shift sequences, all captured practically on the iPhone 15 Pro Max, this poignant coming-of-age narrative visually inspires and resonates with a timely reminder: you are enough.
Written by acclaimed Chinese screenwriter Pan Yiran, directed by Marc Webb (500 Days of Summer, Gifted, The Amazing Spiderman), and featuring renowned Chinese actor Fan Wei, this is a story set in China, but one that resonates with a global audience.
Our audience resonated with the film and was praised for being a source of inspiration with thousands sharing their favorite line in our story: “If you can't be perfect, why bother changing? Just be yourself”.
2024 Awards
Total Points: 9
Bronze Cube
Credits
Agency
TBWA\Media Arts Lab / Shanghai
TBWA\Media Arts Lab / Los Angeles
Production Company
M Production Shanghai
RadicalMedia
Art Director
Evelyn Yuan
Associate Creative Director
Carrol Shen
Darren Leong
Joey Chung
Wei Zhang
Chief Digital Officer
Beth Keamy
Creative Director
Ewan Yap
Executive Creative Director
Kienhoe Ong
Executive Producer
Cristiana Ladki Williams
Phoebe Fan
Global Chief Creative Officer
Brent Anderson
Music Supervisor
Kurt Cheng
Producer
Ah Fung
Jackie Liang
Associate Strategy Director
Chuck Pan
Senior Producer
Danielle Watchman
Account Director
Oliver Lin
Account Executive
Jennie Li
Account Manager
Erin Dou
Account Supervisor
Scarlett Wang
Associate Account Executive
Irene Wang
Associate Planning Director
Chris Kirkup
Business Affairs Specialist
Ellie Bai
Winko Yu
Chief Communications Officer
Lu Borges
Communications Manager
Daniella Morrison
Digital Producer
Infer Liu
Director of Print Production
Joel Ng
Global Chief Production Officer
Brian O'Rourke
Global Director of Business Affairs
Matt Smith
Global President
Katrien De Bauw
Management supervisor
Janice Geng
Managing Director
Kara Yang
Music director
Josh Marcy
Project Manager
Yuki Shen
Senior Business Affairs Manager
Jimmy Yang
Senior Business Affairs Specialist
Jasmine Xi
Senior Digital Producer
Angela Liu
Senior Planner
Michael Tien
Senior Project Manager
Keng Wong
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