Apple
Chinese New Year - Glad I Met You Backstage
Brand
Date
Jan 2026
Description
Apple captures the behind-the-scenes reality of their latest Chinese New Year campaign, 'Glad I Met You Backstage.' This documentary-style project shifts focus from the final commercial output to the collaborative process of production, highlighting the on-set dynamics and team interactions. Utilizing a vertical format, the production relies on natural light to document the craft behind the seasonal film. Creative direction was managed by TBWA Media Arts Lab Shanghai, with production support provided by Shooting Gallery and BUCK USA. The project incorporates live-action technique to provide an intimate look at the crew and creative environment.
Style
Documentary, Vertical
Techniques
Natural light
Industries
Airlines
Context
Backstage / Behind the Scenes
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