This is a CNY project for Apple to connect with locals by showing its in-depth understanding in China as well as showcase the capability of iPhone camera by collaborating with local film master Jia to shoot a movie-like quality film on the device.

While most of the brands talking about the moment of CNY reunion, we focus on separations between parents and children - as many of them only seeing each other once a year and that’s why parents always try their best to pamper their children - by stuffing food in their luggage on the day of leaving - but often under-appreciated by children.

Case study

The film

What gifts would your parents prepare when your Chinese New Year visit comes to an end? A film about the taste of home shot on iPhone XS by Jia Zhangke.

Depth Control

Acclaimed film director Jia Zhangke talks about bridging the gap between his subject matter and audience through Depth Control with iPhone XS. Use Depth Control to get closer to the taste of home this Chinese New Year.

Slo-mo

Acclaimed film director Jia Zhangke sheds some light on how slowing time with Slo-mo on iPhone XS makes emotions last longer. Use Slo-mo to prolong and savor the taste of home this Chinese New Year.

Smart HDR

Acclaimed film director Jia Zhangke discusses the importance of capturing details in highlights and shadows through Smart HDR with iPhone XS. Use Smart HDR to enhance the taste of home, and your memories, this Chinese New Year.

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