Apple revives ’90s Nostalgia in Chinese New Year Love Story

Apple

This Chinese New Year, Apple is celebrating love and tradition with its latest Shot on iPhone film, “I Made a Mixtape for You.” Created by TBWA\Media Arts Lab Shanghai, the campaign marks Apple’s eighth annual Chinese New Year film, blending technology with storytelling to connect with audiences worldwide.

Set in 1990s China, the film explores the complexities of modern dating and traditional expectations, all underscored by the evocative sounds of iconic Mando-pop hits. At its heart, the story reminds viewers that, despite changing times, love remains a universal and timeless force.

Directed by The Greatest Showman’s Michael Gracey, the film features an all-star creative team, including Oscar-winning cinematographer Erik Messerschmidt, Hollywood choreographer Ashley Wallen, and Shanghai screenwriter Wu Jue Ren. Together, they authentically captured the essence of the ’90s, blending nostalgic aesthetics with cutting-edge technology.

The film highlights the advanced camera capabilities of the iPhone 16 Pro. According to Gracey, the device was instrumental in crafting the film’s visual and emotional depth.
“Musical storytelling combines music, picture, and sound design,” Gracey said. “The incredible thing about iPhone 16 Pro is that it integrates all those elements into one powerful device.” Watch below:



Wei’s stunning solo dance sequences, a centerpiece of the film, were shot in 4K resolution at 120 frames per second, delivering breathtaking slow-motion moments. “When he’s doing these big, beautiful leaps that are incredibly balletic, capturing them at 120 frames in 4K is just beautiful,” Gracey added.

Innovation in Every Frame

The production team utilized the iPhone 16 Pro’s advanced features to achieve complex shots. Cinematographer Erik Messerschmidt praised the new Camera Control system, which allowed for seamless zoom transitions without disrupting the shot. Meanwhile, art directors Joel Chang and Qin Shi Jie designed theatrical moving sets that added layers of magical realism, enabling actors to flow effortlessly between scenes.

“iPhone is built for movement, especially for dance,” Gracey emphasized. “From picture quality to higher frame rates, it’s a powerful tool that fits in your pocket.”

The iPhone 16 Pro also played a crucial role in crafting the film’s soundscape. With its advanced Audio Mix capabilities, the team created a cinematic blend of dialogue, music, and ambient sound, enriching the story’s emotional resonance.

A Look Behind the Scenes

Apple has also released a behind-the-scenes video, offering viewers an inside look at how the team utilized the iPhone 16 Pro’s cutting-edge features to bring the story to life.

The campaign will be rolled out across broadcast, digital, and social media platforms, ensuring the film reaches audiences globally. With its blend of heartfelt storytelling, stunning visuals, and innovative technology, “I Made a Mixtape for You” is a testament to the power of creativity in celebrating love and tradition.

CREDITS:

BRAND: Apple

AGENCY: TBWA\Media Arts Lab Shanghai

PRODUCTION COMPANY: Partizan USA

  • Director: Michael Gracey
  • Writer: Wu Jue Ren
  • Art Director: Joel Chang
  • Art Director: Qin Shi Jie
  • Director of Photography: Erik Messerschmidt

POST / VFX: The Mill Shanghai

Colorist: Nikola Stefanovic


Doritos chooses 25 semifinalists to “Crash the Super Bowl” But are they any good?


Apple

This Chinese New Year, Apple is celebrating love and tradition with its latest Shot on iPhone film, “I Made a Mixtape for You.” Created by TBWA\Media Arts Lab Shanghai, the campaign marks Apple’s eighth annual Chinese New Year film, blending technology with storytelling to connect with audiences worldwide.

Set in 1990s China, the film explores the complexities of modern dating and traditional expectations, all underscored by the evocative sounds of iconic Mando-pop hits. At its heart, the story reminds viewers that, despite changing times, love remains a universal and timeless force.

Directed by The Greatest Showman’s Michael Gracey, the film features an all-star creative team, including Oscar-winning cinematographer Erik Messerschmidt, Hollywood choreographer Ashley Wallen, and Shanghai screenwriter Wu Jue Ren. Together, they authentically captured the essence of the ’90s, blending nostalgic aesthetics with cutting-edge technology.

The film highlights the advanced camera capabilities of the iPhone 16 Pro. According to Gracey, the device was instrumental in crafting the film’s visual and emotional depth.
“Musical storytelling combines music, picture, and sound design,” Gracey said. “The incredible thing about iPhone 16 Pro is that it integrates all those elements into one powerful device.” Watch below:



Wei’s stunning solo dance sequences, a centerpiece of the film, were shot in 4K resolution at 120 frames per second, delivering breathtaking slow-motion moments. “When he’s doing these big, beautiful leaps that are incredibly balletic, capturing them at 120 frames in 4K is just beautiful,” Gracey added.

Innovation in Every Frame

The production team utilized the iPhone 16 Pro’s advanced features to achieve complex shots. Cinematographer Erik Messerschmidt praised the new Camera Control system, which allowed for seamless zoom transitions without disrupting the shot. Meanwhile, art directors Joel Chang and Qin Shi Jie designed theatrical moving sets that added layers of magical realism, enabling actors to flow effortlessly between scenes.

“iPhone is built for movement, especially for dance,” Gracey emphasized. “From picture quality to higher frame rates, it’s a powerful tool that fits in your pocket.”

The iPhone 16 Pro also played a crucial role in crafting the film’s soundscape. With its advanced Audio Mix capabilities, the team created a cinematic blend of dialogue, music, and ambient sound, enriching the story’s emotional resonance.

A Look Behind the Scenes

Apple has also released a behind-the-scenes video, offering viewers an inside look at how the team utilized the iPhone 16 Pro’s cutting-edge features to bring the story to life.

The campaign will be rolled out across broadcast, digital, and social media platforms, ensuring the film reaches audiences globally. With its blend of heartfelt storytelling, stunning visuals, and innovative technology, “I Made a Mixtape for You” is a testament to the power of creativity in celebrating love and tradition.

CREDITS:

BRAND: Apple

AGENCY: TBWA\Media Arts Lab Shanghai

PRODUCTION COMPANY: Partizan USA

  • Director: Michael Gracey
  • Writer: Wu Jue Ren
  • Art Director: Joel Chang
  • Art Director: Qin Shi Jie
  • Director of Photography: Erik Messerschmidt

POST / VFX: The Mill Shanghai

Colorist: Nikola Stefanovic


Doritos chooses 25 semifinalists to “Crash the Super Bowl” But are they any good?