Apple showcases iPhone 15 Pro in captivating live-action manga feature

Apple Extends "Shot on iPhone" Campaign with Live-Action Adaptation of Manga Series

Apple has recently expanded its well-known "Shot on iPhone" campaign by creating a live-action version of the manga series "Midnight." The film made its debut in Tokyo, as revealed in the details shared with Our Website.

The 19-minute suspense drama follows a taxi driver who gets involved in helping a truck driver escaping a hitman. The movie was filmed on the dimly lit streets of Tokyo, showcasing the capabilities of the iPhone 15 Pro and iPhone 15 Pro Max.

The full film can be found on YouTube and will premiere on Abema TV and Apple TV on March 7. It will also be shown in selected Tokyo taxis from 10 p.m. until morning. The promotion will include advertising on broadcast, magazines, out-of-home (OOH), digital OOH, digital platforms, and social media.

Article Insight: 

Apple's continuous "Shot on iPhone" campaign has featured a range of content from different sources, such as student filmmakers and even a music video by pop sensation Olivia Rodrigo. The goal is to demonstrate the iPhone's creative potential. In its most recent campaign, Apple is capitalizing on the current popularity of manga in pop culture. This strategic move not only aims to connect with consumers but also showcases the innovative features of the iPhone 15 Pro.

"Midnight" by Apple is a live-action version of the popular 1986 manga series by Osamu Tezuka. This 19-minute film was filmed entirely using the iPhone 15 Pro. It follows a taxi driver who encounters peculiar passengers during his late-night shifts, including truck driver Kaede who is fleeing from a hitman. The adaptation combines original manga panels by Tezuka and was written by Yusuke Watanabe, a well-known screenwriter for TV, anime, and films. The movie was directed by Takashi Miike, known for his work on "Audition".

The film "Midnight" was created to showcase the low-light and cinematic capabilities of the iPhone 15 Pro. It combines live-action shots with CGI and utilizes the phone's LiDAR scanner for post production to create a 3D model base for the taxi and fifth wheel. The film also highlights the iPhone 15 Pro's attention to detail and stabilization capabilities, especially during the live-action fighting scenes. This project was managed by TBWA\Media Arts Lab Tokyo.

Apple's latest cultural endeavor seems to be aimed at boosting iPhone sales. CEO Tim Cook credited the iPhone for the company's strong performance in the last quarter, even though there has been weaker demand for the iPhone 15 in some regions. In the first quarter of fiscal 2024, which ended on Dec. 30, Apple reported a revenue of $119.6 billion, a 2% increase compared to the previous year.

The film "Midnight" was uploaded on YouTube on March 6 and is set to premiere on Apple TV and Japanese streaming service Abema TV on March 7. The March issue of the original manga magazine will also feature characters from the film on its cover. In addition, various channels will support the movie's release, with content and behind-the-scenes footage being shown in selected taxis across Tokyo during the evening hours. This strategy could help Apple attract the attention of consumers who may not have been actively seeking out the film.

Apple, along with a few others, have jumped on the anime and manga bandwagon to create a stronger connection with consumers. For instance, in February, McDonald's launched a campaign called "WcDonald's" inspired by anime and manga depictions of the brand. The campaign included a new sauce, packaging, and episodic content. Similarly, Ikea targeted Gen Z consumers with a TikTok campaign last year that transformed college moments into anime art.

Editor's P/S:

Apple's continuous "Shot on iPhone" campaign has been a testament to the company's commitment to showcasing the creative potential of its devices. The latest iteration, a live-action adaptation of the popular manga series "Midnight," is a strategic move that capitalizes on the growing popularity of manga in pop culture. By partnering with renowned creators and leveraging the advanced capabilities of the iPhone 15 Pro, Apple aims to connect with a wider audience and further establish the iPhone as a powerful tool for storytelling.

This campaign is not just about promoting the iPhone; it is also a reflection of Apple's understanding of the cultural landscape. By embracing the popularity of manga, Apple demonstrates its ability to adapt to changing consumer preferences and stay relevant in an increasingly competitive market. The film "Midnight" is a testament to the company's commitment to innovation and its willingness to push the boundaries of what is possible with mobile technology.