It’s not an entirely new trick, but Apples latest piece of brandertainment has been shot entirely on the latest iPhone.

And there’s plenty to like beyond showing-off the capabilities of the iPhone 11 Pro. The film, about three generations of Chinese women coming together at Chinese New Year is a genuine piece of short film making. Directed by Oscars nominated Theodore Melfi with cinematography by Lawrence Sher and starring big-name Chinese actress; Zhou Xun, the 8 minute clip is a long way from your standard home movie.

This genuinely impressive piece of short film making seeks to connect with an individual (even-if massive) segment of their market, whilst also demonstrating that the world is not so large, with the emotions of family dynamics a universal theme.

The learning here for smaller businesses and their branding is that shooting segment targeted content for release online does not have to be expensive, but when considered and strategic can build valuable bonds with your audiences at an emotional level. All this whilst showing off the value proposition of your brand, it’s products or services.

Apple have also released a ‘behind-the-scenes’ vid which shows how Melfi and Sher leveraged features like Low Light, Slow-mo, and Portrait Mode to create the cinematic short film.

Dave Ansett
David is the founder of Truly Deeply, a branding agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more here
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