TBWA\Media Arts Lab Shanghai: The enduring power of love meets the mastery of iPhone 16 Pro

Fall in love with love this Chinese New Year. Apple takes the classic “grandma wants a grandchild” story and turns it into a heart-tugging music video about a young man who gets the girl (with a little magical help from a mixtape). The film, I Made a Mixtape for You, blends ’90s nostalgia with cutting-edge iPhone technology, as well as the expertise of director, Michael Gracey [The Greatest Showman]; cinematographer, Erik Messerschmidt; Hollywood choreographer, Ashley Wallen; and Shanghai screenwriter, Wu Jue Ren, to highlight some of the remarkable things the iPhone 16 Pro can do, especially in capturing complex dance sequences and creating an immersive musical experience.

What makes this eighth Apple Chines New Year film even more fascinating is that it weaves together cultural authenticity, addressing the complexity of dating culture and the weight of traditional expectations, and technological innovation – from the famous Mando-pop soundtrack to the creative use of Camera Control for achieving cinema-quality shots. Ultimately the film leaves viewers with the feel-good message that no matter how the world changes, love remains a timeless force worth believing in.

“Musical storytelling encompasses so many facets of music, picture, and sound design,” Gracey commented. “The incredible thing about iPhone 16 Pro is that you have access to all those things in one device.”

The film’s dance sequences were captured in detail in 4K 120 fps for a stunning cinematic Slo-mo effect. “When he’s doing these big, beautiful leaps that are incredibly balletic, to capture them at 120 frames in 4K resolution is just beautiful,” Gracey added. The film’s immersive soundscape was crafted using iPhone 16 Pro’s sophisticated Audio Mix capabilities.

The production team used the new Camera Control feature to achieve complex shots that would be challenging even with professional equipment. Art Directors, Joel Chang and Qin Shi Jie, designed theatrical moving set pieces that enhanced the film’s magical realism, creating a dynamic environment where actors could move fluidly between scenes.

“iPhone is built for movement, especially for dance,” Gracey noted. “From the picture quality to the higher frame rates, all those things are there on the phone. Being able to access that in something that fits in your pocket is an incredibly powerful tool.”

The campaign is running across broadcast, digital, and social media platforms.

Credits:
Agency: TBWA\Media Arts Lab Shanghai
Production: Partizan
Director: Michael Gracey
Screenwriter: Wu Jue Ren
Art Directors: Joel Chang & Qin Shi Jie
Director of Photography: Erik Messerschmidt
Music:
Not Every Love Story Ends with a Happy Ending (1992) – Jimmy Lin
I Am Willing (1994) – Faye Wong
I Love You (1997) – David Tao