Apple's "The Comeback"

Happy Chinese New Year …

Source: Unsplash.com

To celebrate the 2022 Chinese New Year … the Year of the Tiger … Apple shot an entire short film on its iPhone 13 Pro. Per Apple …

“Kick off the Year of the Tiger with the story of a father, a son,

and a forgotten village with an out-of-this-world dream.

Apple and director Zhang Meng present their latest Chinese New Year film ‘The Comeback’.”

Beautifully shot of course, just like other elements of the brand’s “shot on iPhone” campaign. But it’s awesome to see the brand take it long form and show us an inspiring slice of life story that opens our minds and our hearts. As well it should. All in celebration of the hope that Chinese New Year brings each year.

Great example of showcasing a product feature in a way to elevate the brand too. Well done.

What’s your experience? JIM