The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Branded Entertainment

Chinese New Year - The Comeback

Agency TBWA\Media Arts Lab / Shanghai + OMD / Shanghai + Lunar Films / Shanghai + MPC / Shanghai

Client Apple

Category

Craft / Art Direction

Annual ID

OS22_BE037B

About the Work

To cement iPhone’s superiority as a movie-grade camera, Apple released 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. Created in partnership with acclaimed Director Zhang Meng, the movie is shot entirely with the three native cameras of iPhone 13 Pro. The phone’s cinematic filmmaking possibilities shine in the multi-genre film—from Hollywood sci-fi and traditional Kung Fu action to a nostalgic feel-good comedy. Accompanying the film is a “Making Of” featurette that takes viewers onto the set of the “Mars basecamp” which was built using only practical effects. The crew reveals their secrets including how they achieved certain aesthetics with iPhone and how it allowed them to capture creative shots by playing with perspectives. Filmmaking dreams come true with the cinema-grade camera of iPhone in your pocket.

2022 Awards

Total Points: 9

Credits

Agency

TBWA\Media Arts Lab / Shanghai

Production Company

Lunar Films / Shanghai

Post Production Company

MPC / Shanghai

Media Distribution Company

OMD / Shanghai

Chief Creative Officer

Brent Anderson

Executive Creative Director

Alfred Wong
Brian Ma

Associate Creative Director

Aser CAO
Darren Leong
Ewan Yap
Joey Chung

Managing Director

Kara Yang

Senior Art Director

Carrol Shen

Executive Director of Content Production

Brian O'Rourke

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