- Apple has prolonged its long-running “Shot on iPhone” campaign with a live-action adaptation of manga series “Midnight,” in line with details shared with Marketing Dive. The film first debuted in Tokyo.
- The 19-minute suspense drama tells the story of a taxi driver who’s pulled out of his technique to assist a truck driver on the run from a hitman. The film, shot in the dark streets of Tokyo, showcases the capabilities of the iPhone 15 Pro and iPhone 15 Pro Max.
- The full film, available on YouTube, is being released on Abema TV and Apple TV on March 7 and can be played in select Tokyo taxis from 10 p.m. until morning. The effort can even be supported by broadcast, magazine, out-of-home (OOH), digital OOH, digital and social.
Apple’s ongoing “Shot on iPhone” campaign has captured moments from a wide range of touchpoints over time, whether it’s the work of student filmmakers or a music video for pop star Olivia Rodrigo, in an try and showcase the creative capabilities of the iPhone. For its latest effort, the tech giant is tapping into pop-culture hype surrounding manga, a move that would help it engage with consumers while highlighting what the iPhone 15 Pro has to supply.
Apple’s “Midnight” is a live-action adaptation of the favored 1986 manga series written by Osamu Tezuka. The 19-minute film, shot entirely on the iPhone 15 Pro, tells the story of a taxi driver and the strange passengers he meets while making late-night rounds before encountering truck driver Kaede, who’s on the run from a hitman. The adaptation, which blends original manga strips created by Tezuka, was written by Yusuke Watanabe, a TV, anime and film screenwriter, and directed by Takashi Miike (“Audition”).
(*15*)https://www.youtube.com/watch?v=xd_LmXNBz5w[/embed]
The “Midnight” film was shot in a way that would highlight the low-light and cinematic capabilities of the iPhone 15 Pro. Notably, the film combines live-action shots with CGI while utilizing the phone’s LiDAR scanner in post production to create the 3D model base for the taxi and its staple fifth wheel. The film can be meant to showcase the iPhone 15 Pro’s attention to detail and its stabilization capabilities, as seen through the live-action fighting shots, per release information. The effort was handled by TBWAMedia Arts Lab Tokyo.
The latest cultural play by Apple is a probable try and boost sales momentum of the iPhone, which CEO Tim Cook credited for the corporate’s strong results in its latest quarter, though the iPhone 15 in some areas has recently seen weak demand. The tech giant reported revenue of $119.6 billion, up 2% year-over-year, in the primary quarter of its fiscal 2024 that ended Dec. 30, per its most up-to-date earnings statement.
The “Midnight” film was shared to YouTube on March 6 and can premiere on Apple TV and Japanese streaming service Abema TV on March 7. Additionally, the unique manga magazine will feature characters from the film on the duvet of its March issue. Quite a lot of additional channels will support the hassle, including with the film and behind-the-scenes content being played in select taxis across Tokyo through the evening hours, which could help Apple capture the eye of consumers who aren’t directly in search of it out.
Along with Apple, a handful of others have similarly tapped into hype around anime and manga in hopes of striking a stronger consumer connection. In February, McDonald’s launched a campaign and “WcDonald’s” push inspired by how the brand is commonly depicted in anime and manga that included a latest sauce, packaging and episodic content. In one other example, Ikea last yr launched a TikTok campaign geared toward Gen Z consumers that turned college moments into anime art.
Read the total article here
