iPad: “What’s the Use?”

‘What’s the use?’ (这有什么用?) is the dream-killing question every Chinese student knows by heart. To launch iPad during the post-Gaokao season, we challenged the obsession with 'usefulness' and encouraged Gen Z to explore for the sake of exploring.

The film personifies this question as a literal monster made of Chinese characters. Set to indie track ‘Control’ by Fazi, we follow a boy’s journey to break free from 'usefulness' with iPad.