SUB CATEGORY :

PRODUCTION DESIGN

COMPANY ENTERING :

MEDIA ARTS LAB, SHANGHAI

TITLE :

THE COMEBACK - SHOT ON IPHONE

BRAND :

APPLE

ADVERTISER :

APPLE

AGENCY :

TBWA\MEDIA ARTS LAB, SHANGHAI

MEDIA AGENCY :

OMD, SHANGHAI

FILM PRODUCTION COMPANY :

LUNAR FILMS, SHANGHAI

POST-PRODUCTION COMPANY :

MPC SHANGHAI, SHANGHAI

ENGLISH SYNOPSIS :

TO ILLUSTRATE IPHONE’S SUPERIORITY AS A MOVIE-GRADE CAMERA THAT ALLOWS EVERYONE TO PURSUE THEIR FILMMAKING DREAMS, WE MADE A MOVIE ABOUT MISFITS MAKING A MOVIE, SHOT ENTIRELY ON IPHONE.

THE STORY FOLLOWS A DISHEARTENED YOUNG WANNABE DIRECTOR, HIS FATHER, AND A RAG-TAG CREW OF VILLAGERS ON THEIR MISSION TO SHOOT AN OUT-OF-THIS-WORLD MOVIE IN HOPES OF REVIVING THEIR VILLAGE BY MAKING IT “INTERNET FAMOUS”. THIS TEAM OF UNSUSPECTING UNDERDOGS EMBARK ON AN ADVENTURE OF UPS AND DOWNS IN THIS MULTI-GENRE FILM—PART HOLLYWOOD SCI-FI, PART TRADITIONAL KUNG FU ACTION, PART NOSTALGIC COMEDY. THROUGH THIS JOURNEY FILLED WITH PASSIONATE DISAGREEMENTS, ENDEARING SETBACKS AND ACCIDENTAL SUCCESS, THEY REDISCOVER SPECIAL BONDS THAT ARE NEVER MEANT TO BE BROKEN AND FIND NEW HOPE BEYOND FAILURES. THE FILM ENCOURAGES EVERYONE TO NEVER STOP BELIEVING IN THEIR DREAMS—EVEN IF THAT DREAM IS AS FAR AWAY AS MARS.

ENGLISH CONTEXT EXPLANATION :

WITH URBANIZATION IN CHINA, MORE YOUNGSTERS LEAVE RURAL VILLAGES TO PURSUE BIG CITY DREAMS, LEAVING BEHIND “HOLLOW VILLAGES” TO THE ELDERLY. BUT WITH THE RECENT DRASTIC CHANGES BROUGHT ON BY THE PANDEMIC, THESE DREAMS HAVE BECOME MORE DISTANT AND THEY RETURN DISHEARTENED DURING CNY. NOW, HAVING BEEN AWAY FOR SO LONG, THEY FEEL LIKE STRANGERS IN THEIR OWN HOMETOWNS AND DISTANT FROM THE PEOPLE ONCE CLOSEST TO THEM. AS CNY REPRESENTS NEW BEGINNINGS, WE SEE IT AS A GREAT MOMENT TO TELL A STORY ABOUT HOPE AND RECONNECTING WITH ONE ANOTHER BY REMINDING EVERYONE TO NEVER STOP BELIEVING IN THEIR DREAMS.