{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"FICTION & NON-FICTION FILM: 5-30 MINUTES","is_link":false},{"keyword":"ENTRANT COMPANY","content":"TBWA\\MEDIA ARTS LAB, TOKYO","is_link":false},{"keyword":"TITLE","content":"SHOT ON IPHONE - LAST SCENE","is_link":false},{"keyword":"BRAND","content":"IPHONE","is_link":false},{"keyword":"ADVERTISER","content":"APPLE","is_link":false},{"keyword":"AGENCY","content":"TBWA\\MEDIA ARTS LAB TOKYO, TOKYO","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"KATRIEN DE BAUW","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"TARO SATO","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"BRENT ANDERSON","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"RICARDO ADOLFO","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"MAIYA KINOSHOTA","is_link":false},{"keyword":"ASSOCIATE CREATIVE DIRECTOR","content":"YUKAI NISHIMURA","is_link":false},{"keyword":"SENIOR COPYWRITER","content":"ASAMI YAMASHITA","is_link":false},{"keyword":"COPY EDITOR","content":"YUKA OTSUMI","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"BRIAN O’ROURKE\/CRISTIANA LADKI WILLIAMS","is_link":false},{"keyword":"AGENCY PRODUCER","content":"YUYA MIMASU\/FRANCOIS LEMAIRE\/YUKI HAMAJIMA","is_link":false},{"keyword":"DESIGNER","content":"SATOKO AOKI","is_link":false},{"keyword":"MUSIC DIRECTOR","content":"JOSH MARCY","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"CAROLINE PHILLIPS","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"BENJAMIN HUFFORD","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"KOHEI NAMBU ","is_link":false},{"keyword":"ACCOUNT EXECUTIVE","content":"ASTERIA ZHANG\/KEIREI KOH","is_link":false},{"keyword":"MARKETING COMMUNICATION DIRECTOR","content":"LU BORGES","is_link":false},{"keyword":"MARKETING COMMUNICATION MANAGER","content":"BRANDON MURATALLA","is_link":false},{"keyword":"STRATEGIC PLANNING DIRECTOR","content":"PATRYCJA SOJKA","is_link":false},{"keyword":"STRATEGIC PLANNING MANAGER","content":"SHUMPEI SUZUKI","is_link":false},{"keyword":"STRATEGIC PLANNER","content":"SHION INOUE","is_link":false},{"keyword":"MEDIA AGENCY","content":"OMD, TOKYO","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"MOTOKO NAKAO","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"KEI AOTA","is_link":false},{"keyword":"MEDIA PLANNING DIRECTOR","content":"MEGUMI YONEDA\/AYA NAGAO\/YOSHITAKA KITANO","is_link":false},{"keyword":"MEDIA PLANNING MANAGER","content":"HIROKI AKAZA","is_link":false},{"keyword":"MEDIA PLANNER","content":"MIRI INOUE\/KONOMI ISHIDA\/MOET MATSUOKA\/MOE TAMURA\/KOKI KUDO ","is_link":false},{"keyword":"BUSINESS ANALYST MANAGER","content":" HEIHACHIRO FUKUDA","is_link":false},{"keyword":"SENIOR BUSINESS ANALYST","content":"DAISUKE HIJIKATA","is_link":false},{"keyword":"ASSISTANT BUSINESS ANALYST","content":"KAZUMI SHIMOKAWA","is_link":false},{"keyword":"BUSINESS ANALYST COORDINATOR","content":"CHIHIRO WATANABE","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"AOI PRO. INC., TOKYO","is_link":false},{"keyword":"DIRECTOR","content":"HIROKAZU KORE-EDA","is_link":false},{"keyword":"DIRECTOR OF PHOTOGRAPHY","content":"MIKIYA TAKIMOTO","is_link":false},{"keyword":"CINEMATOGRAPHER","content":"MIKIYA TAKIMOTO","is_link":false},{"keyword":"CAMERAMAN","content":"MIKIYA TAKIMOTO","is_link":false},{"keyword":"GAFFER","content":"NORIKIYO FUJII","is_link":false},{"keyword":"ASSISTANT DIRECTOR","content":"SYOICHI MORIMOTO\/YUKI SHIMIZU","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"MEGUMI BANSE","is_link":false},{"keyword":"FILM PRODUCER","content":"TSUTOMU HIRABAYASHI\/RYUTA IWASA","is_link":false},{"keyword":"PRODUCTION MANAGER","content":"ZHAO LU ","is_link":false},{"keyword":"PRODUCTION DESIGNER","content":" RYOSUKE YABE","is_link":false},{"keyword":"LIGHTING","content":"NATSUMI ISEYA","is_link":false},{"keyword":"GRADING","content":"NAOTAKA TAKAHASHI","is_link":false},{"keyword":"CASTING","content":"SHOHEI KUSUNOSE","is_link":false},{"keyword":"ACTOR","content":"TAIGA NAKANO\/DAISUKE KURODA\/LILY FRANKY","is_link":false},{"keyword":"ACTRESS","content":"MOMOKO FUKUCHI","is_link":false},{"keyword":"STYLIST","content":"DAISUKE IGA","is_link":false},{"keyword":"WARDROBE","content":"DAISUKE IGA","is_link":false},{"keyword":"HAIR & MAKE-UP","content":"MONAMI HINO","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"IMAGICA, TOKYO","is_link":false},{"keyword":"EDITOR","content":"HIROKAZU KORE-EDA\/NOBUO MITA","is_link":false},{"keyword":"COLORIST","content":"NAOTAKA TAKAHASHI","is_link":false},{"keyword":"FLAME ARTIST","content":"NAOTO TOBE","is_link":false},{"keyword":"SOUND DESIGNER","content":"GO HASEGAWA","is_link":false},{"keyword":"COMPOSER","content":"OHASHI TRIO","is_link":false},{"keyword":"SPECIAL EFFECTS COMPANY","content":"LUDENS, TOKYO","is_link":false},{"keyword":"VISUAL EFFECTS","content":"SHOJI TAKAGI\/AKIHIRO SATO","is_link":false},{"keyword":"SOUND PRODUCTION COMPANY","content":"BLACK CAT WHITE CAT, TOKYO","is_link":false},{"keyword":"SOUND EXECUTIVE PRODUCER","content":"SEIYA MATSUMIYA","is_link":false},{"keyword":"SOUND PRODUCER","content":"JOE CONNOR","is_link":false},{"keyword":"ARTIST & COMPOSER","content":"VAUNDY\/OHASHI TRIO\/QURULI","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"The beauty of the everyday. The quiet moments we cherish forever. Cannes Palme d’Or-winning director Hirokazu Kore-eda captures it all, with the device everyone has in their pocket. \r\n<br>\r\n<br>To showcase the power of the iPhone camera, and to motivate upgrades in a market where iPhone already dominates, “Last Scene” gathers top-tier talent from the Japanese film and music industry to create a love-story with a time-travel twist. The goal? To inspire our audience to transform the ordinary into the extraordinary—simply by pointing iPhone lenses at their daily lives.\r\n<br>\r\n<br>Gathering over 120M views in total and generating 472 headlines, this poetic film by Kore-eda did that and more. \r\nIt wasn’t just a product demo—it was a creative enabler for users across the nation, making them think “I can do that too.” ","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"“Last Scene” is a time-traveling story entirely shot on iPhone 16 Pro by Cannes Palme d’Or-winning director Hirokazu Kore-eda, known as “the master of the everyday.”\r\n<br>\r\n<br>The bittersweet story begins with screenwriter Kurata meeting Yui, his granddaughter who has come from 50 years in the future. Together, they set out to prevent TV drama from perishing—though it comes at the cost of Yui’s very existence.\r\n<br>\r\n<br>Kore-eda is celebrated for elevating small, ordinary moments—like cooking, walking home, or sharing a laugh—into micro-stories of human connection. With iPhone, his documentary-style focus on daily life became the most relatable camera demo imaginable for ordinary users. The film showed how a device that fits in your pocket can turn everyday moments into something exceptionally cinematic.\r\n<br>","is_link":false},{"keyword":"STRATEGY","content":"Everyday iPhone users capture daily moments—food, people, and trips. With the right creative approach, \r\nthese familiar moments could be seen and captured on a whole new filmic level. Based on this insight, the most powerful way to demonstrate iPhone 16 Pro’s camera was to show its ability to transform ordinary, casual experiences into extraordinary ones. By making daily routines feel cinematic, we could inspire audiences with a simple thought: “I can do that too.”\r\n<br>\r\n<br>To materialize this vision, we partnered with Hirokazu Kore-eda, whose films—“Nobody Knows”, “Shoplifters”, and \r\n“Our Little Sister”—celebrate the small, meaningful moments of Japanese daily life. His mastery of portraying ordinary experiences was the perfect way to showcase the iPhone’s camera system.\r\n<br>\r\n<br>Our strategy was to elevate iPhone from a functional device to a creative enabler for everyday users.","is_link":false},{"keyword":"EXECUTION","content":"For the first time, director Hirokazu Kore-eda shot an entire film on iPhone. This fresh challenge not only sparked interest but also showcased the power of iPhone’s camera in an emotional way.\u2028\u2028Leveraging the iPhone’s compact size and impressive camera quality, the team captured cinematic and intimate scenes in locations difficult for traditional film cameras—such as inside cars and Ferris wheels. Thanks to the iPhone, the shoot was efficient and personal, allowing actors to deliver intimate, authentic performances.\r\n<br>\r\n<br>The film launched with a high-profile premiere, followed by nationwide DOOH\/OOH and online rollout. Also shot on iPhone, exclusive making-of content of the theme song by pop-star Vaundy fueled online conversation, while Apple’s LINE account hosted a live watch party. “Last Scene” was shown on Apple Store demo devices, with exclusive set shots featuring on Apple.com. The campaign turned a product demo into a nationwide cultural event.","is_link":false},{"keyword":"RESULT","content":"“Last Scene” had an unprecedented level of engagement for Apple Japan. \u2028\r\n<br>-Reaching over 120M views in total\r\n<br>-Gathering 923K viewers to the LINE watch party \r\n<br>-Generating 472 articles, and dominating headlines across mainstream news, entertainment, tech, music and fashion media\r\n<br>\r\n<br>With endless comments and UGC celebrating the film’s emotional power, cinematic beauty, and its fresh take on ordinary life, the film showed “the true beauty of daily life” (Hypebeast), and was considered “beautiful to watch and just as powerful in story” (GQ Japan) and “a gem” (ELLE Japan)—proving the iPhone camera’s ability to transform how we capture life’s most common moments.","is_link":false}],"files2":[{"name":"","type":"pdf"}],"count":1}