There have been so many Apple films with varying degrees of inventiveness. This one, captured in 360-degrees and powered by iPhone 17 Pro, is a creative standout – a visually spectacular album trailer that announces the comeback of Vietnamese rapper, MCK, one of Vietnam’s most influential voices in hip-hop.

The film, HVL, directed by Vietnamese creative director, Phương Vũ (Antiantiart), was shot on eight synchronised iPhones using genlock. It is fully explorable. Viewers can scroll in any direction, as if standing inside it. But the real hook is what’s hidden – easter eggs, encoded audio and hidden URLs. Fans have a lot to find.

The Ultra Wide cameras capture more of the scene, pulling the subject closer to the viewer’s perspective, and ProRes RAW with Apple Log 2 brings the story to life with remarkable details and colour fidelity.

And the easter eggs? The number 23 runs like a thread through every layer of the experience, rooted in MCK’s March 2nd (2.3) birthday.  The film runs exactly 2 minutes and 23 seconds, and the number is seeded visually across all three chapters for fans to find. Hidden URLs are scattered throughout, each unlocking snippets of upcoming album tracks. 

The deeper rewards take more hunting – a distorted sound plays at the film’s end and, replayed at 2.3x speed, it decodes into a phone number connecting to a voice note recorded by MCK himself.

The main video became available on MCK’s YouTube channel on 03 April, at 23:23 (Vietnam time), where viewers can scroll left, right, up, and down to explore the world at their own pace, as if standing inside the film itself. The campaign will also run on Instagram and on a DOOH in Nguyen Hue Walking Street. A behind-the-scenes video of the project is available on Apple Vietnam’s YouTube page. If viewers have access to a Vision Pro, the experience is even richer.

Thumbnail is attached and additional stills can be found here: https://seamount.box.com/s/ocnob0vdy2ggedpeeuibwpcbyb96d4wo

The project is “HVL,” the comeback trailer for MCK, one of Vietnam’s most influential voices in hip-hop, directed by Vietnamese creative director Phương Vũ (Antiantiart). Shot on eight synchronized iPhones using genlock, the film is fully explorable. Viewers can scroll in any direction, as if standing inside it. But the real hook is what’s hidden: easter eggs, encoded audio and hidden URLs. Fans have a lot to find.

Phương Vũ is a self-taught Vietnamese creative director known for his bold, cinematic approach fusion hip-hop, street culture, and modern Vietnamese aesthetics. Through Antiantiart, he has shaped a multidisciplinary platform across film, fashion, music, and digital culture – establishing it as one of the Vietnam’s most influential creative forces. His work has also reached global audiences through projects like VVUP’s Super Model and Jisoo’s Your Love (BLACKPINK). 

Credits:
Agency: TBWA\ Media Arts Lab (Vietnam)
Director: Phương Vũ (Antiantiart)
Production Company: Antiantiart
Post-Production Company: AAA Post Production
Editing: Heckler 
Director of Photography: Kelvin Chew (Antiantiart)
Music: AAA Music Production