Michael Gracey Brings '90s Nostalgia to Apple's Chinese New Year Love Story

This Chinese New Year, Apple is debuting its latest 'Shot on iPhone' film in China, ‘I Made a Mixtape for You.’ This campaign marks Apple's 8th film for Chinese New Year, celebrating the holiday with users around the world. The film from TBWA\Media Arts Lab Shanghai follows the complexity of dating culture and the weight of traditional expectations. Set against the backdrop of China in the '90s and driven by iconic Mando-pop hits, it reminds us that, no matter how the world changes, love remains a timeless force worth believing in.

Michael Gracey, director of ‘The Greatest Showman’ worked with Oscar-winning cinematographer Erik Messerschmidt, Hollywood choreographer Ashley Wallen, and Shanghai screenwriter Wu Jue Ren to bring an authentic ‘90s-era perspective to the film.

The campaign captures the advanced camera capabilities of iPhone 16 Pro. 

"Musical storytelling encompasses so many facets of music, picture, and sound design," explains Michael. "The incredible thing about iPhone 16 Pro is that you have access to all those things in one device." The film's breath taking dance sequences, particularly during Wei's solo performances, were captured in stunning detail in 4K 120 fps for a stunning cinematic Slo-mo effect. "When he's doing these big, beautiful leaps that are incredibly balletic, to capture them at 120 frames in 4K resolution is just beautiful," Michael notes.

The production team used the iPhone's new camera control features to work complex shots. Cinematographer Erik Messerschmidt found that Camera Control allowed for seamless zoom integration without compromising operation. Art Directors Joel Chang and Qin Shi Jie designed theatrical moving set pieces that enhanced the film's magical realism, creating a dynamic environment where actors could move fluidly between scenes. 

"iPhone is built for movement, especially for dance," Michael emphasises. "From the picture quality to the higher frame rates, all those things are there on the phone. Being able to access that in something that fits in your pocket is an incredibly powerful tool." The film's immersive soundscape was crafted using iPhone 16 Pro's sophisticated Audio Mix capabilities, creating cinematic dialogue and musical moments through selective ambient sound control.

Alongside the film is a behind-the-scenes video that showcases how the production team utilised the iPhone 16 Pro's features to bring the film to life. 

The campaign will be distributed across broadcast, digital, and social media platforms.