Apple highlights iPhone 15 Pro in live-action manga film

Dive Brief: 

• Apple has extended its long-running “Shot on iPhone” campaign with a live-action adaptation of manga series “Midnight,” according to details shared with Marketing Dive. The film first debuted in Tokyo.
• The 19-minute suspense drama tells the story of a taxi driver who is pulled out of his way 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 will be played in select Tokyo taxis from 10 p.m. until morning. The effort will also be supported by broadcast, magazine, out-of-home (OOH), digital OOH, digital and social. 

Dive Insight: 

Apple’s ongoing “Shot on iPhone” campaign has captured moments from a variety of touchpoints over the years, whether it be the work of student filmmakers or a music video for pop star Olivia Rodrigo, in an attempt to 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 could help it engage with consumers while highlighting what the iPhone 15 Pro has to offer.

Apple’s “Midnight” is a live-action adaptation of the popular 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 is 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”).  

The “Midnight” film was shot in a way that could 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 is also meant to showcase the iPhone 15 Pro’s attention to detail and its stabilization capabilities, as seen during the live-action fighting shots, per release information. The effort was handled by TBWA\Media Arts Lab Tokyo.

The latest cultural play by Apple is a likely attempt to boost sales momentum of the iPhone, which CEO Tim Cook credited for the company’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 first quarter of its fiscal 2024 that ended Dec. 30, per its most recent earnings statement. 

The “Midnight” film was shared to YouTube on March 6 and will premiere on Apple TV and Japanese streaming service Abema TV on March 7. Additionally, the original manga magazine will feature characters from the film on the cover of its March issue. A number of additional channels will support the effort, including with the film and behind-the-scenes content being played in select taxis across Tokyo during the evening hours, which could help Apple capture the attention of consumers who aren’t directly seeking 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 often depicted in anime and manga that included a new sauce, packaging and episodic content. In another example, Ikea last year launched a TikTok campaign aimed at Gen Z consumers that turned college moments into anime art.