Apple had the objective of highlighting the cinematic capabilities of the new iPhone 14 Pro while creating a deep connection with Mexican culture with the brand’s first time ever bespoke origination campaign in Mexico. The long-running platform “Shot on iPhone” is the world’s purest product demonstration campaign. And the film needed to showcase the newly introduced camera feature called “Action Mode” - which allows for smooth and steady video capture even in the most intense situations and movement. The role of the product remained central as we set out to revamp a long-lost movie genre that still lives in the memory of all Mexicans with only the device in people’s pockets. It was with the introduction of the “Action Mode” camera feature that the creative idea came to be.

"Shot on iPhone" is the purest product demonstration in the world. Apple deliberately launched a globally orchestrated campaign in its three key international markets—China, Mexico, and Japan—centered around its main purchase driver: the camera.

In China, as insecurity and anxiety among youth reached unprecedented levels, Apple released a Chinese New Year film with a simple yet provocative message to remind them that they are enough, viewed through the lens of the iPhone 15.

In Mexico, Apple meticulously crafted a film to resonate with Mexicans, revamping the Lucha Libre genre and restoring the reputation of luchadores by spotlighting the iPhone’s capabilities.

In Japan, every second of the 19-minute film pushed the boundaries of what’s possible with the iPhone 15 camera. This first-ever manga-to-live-action adaptation brought together two titans: Takashi Miike, one of the most influential directors alive, and Osamu Tezuka, the 'God of Manga.'

Each film served as the centerpiece of an integrated campaign with a locally tailored media strategy that highlighted the iPhone's camera capabilities. The campaign included behind-the-scenes content and short-form ads on social media, reinforcing the iPhone's cinematic qualities and its relevance in each market.

To counteract the negative effects of social media on young people's self-esteem, Apple released "Little Garlic," a short film emphasizing the iPhone's unfiltered camera capabilities. The blockbuster-style launch, with high-profile events and large-screen takeovers, aimed to inspire authenticity by challenging the trend of beauty filters and digital avatars.

In Mexico, Apple revitalized the classic lucha libre genre with content for YouTube and TikTok, spotlighting the iPhone's cinematic features while tapping into Mexican nostalgia and pride.

In Japan, Apple targeted the manga-to-live-action film genre to reach 60M manga and 20M film fans. This strategy connected with various Japanese fandoms, creating a significant impact on multiple fronts.

Long-form film modernizing the Lucha movie genre, 100% Shot on iPhone.

Entertaining Behind the Scenes Film revealing the magic of iPhone and the revival of this lost film genre. 

Short Form Videos and Statics showcasing feature-specific messaging.

Bespoke OOH that celebrates modern day lucha moves with our film heroes.

Interactive Custom Social executions to increase campaign engagement.

Short Film:

36.8M views of the long form-- most viewed Shot on iPhone content in Mexico

4:17 average view time

Hosting the video on Vix in a lean back environment led to almost 50% of people who started finishing the film

Behind the Scenes Video:

15.6M views with a 2:35 min average view time (video length 3:48)

Stolen OOH street posters 

1B+ organic reach

Fan art creations that included film illustrations, action toys, and look-alike piñatas.