Shot on iPhone - Last Scene
A Palme d'Or-winning director shoots an entire film on iPhone 16 Pro, turning everyday moments into cinema and inspiring millions to believe they can shoot it too.
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AI Translation Summary
Cannes Palme d'Or-winning director Hirokazu Kore-eda shot "Last Scene," a time-traveling story, entirely on iPhone 16 Pro. The campaign transformed ordinary daily moments into cinematic poetry, sparking a nationwide cultural conversation across Japan and beyond.
Cultural Context
"Shot on iPhone" has been a long-running Apple campaign; pairing it with Kore-eda — a director celebrated for quiet, everyday realism — linked the phone's camera to a distinctly Japanese cinematic sensibility.
Entry Information
Summary
"Last Scene" is a time-traveling story entirely shot on iPhone 16 Pro by Cannes Palme d'Or-winning director Hirokazu Kore-eda. Every frame captures the poetry of the everyday: captivating, beautiful images that inspire our audience to think "I can shoot that too." With the iPhone's compact size and impressive camera quality paired with Kore-eda's filmmaking craft to celebrate ordinary moments in life, "Last Scene" draws out intimate performances and records magical scenes—showing how a device that fits in your pocket can turn everyday moments into something exceptionally cinematic.
Strategy
Everyday iPhone users capture daily moments—food, people, and trips. With the right creative approach, these familiar moments could be seen and captured on a whole new filmic level. Based on this insight, the most powerful way to demonstrate iPhone 16 Pro's camera was to show its ability to transform ordinary, casual experiences into extraordinary ones. By making daily routines feel cinematic, we could inspire audiences with a simple thought: "I can do that too." To materialize this vision, we partnered with Hirokazu Kore-eda, whose films celebrate the small, meaningful moments of daily life. Our strategy was to elevate iPhone from a functional device to a creative enabler for everyday users.
Execution
For the first time, director Hirokazu Kore-eda shot an entire film on iPhone. This fresh challenge not only sparked interest but also showcased the power of iPhone's camera in an emotional way. Leveraging the compact size and impressive camera quality, the team captured cinematic and intimate scenes in locations difficult for traditional film cameras—such as inside cars and Ferris wheels. Thanks to the iPhone, the shoot was efficient and personal, allowing actors to deliver intimate, authentic performances. The film launched with a high-profile premiere, followed by nationwide DOOH and online rollout. Also shot on iPhone, exclusive making-of content of the theme song by pop-star Vaundy fueled online conversation. The campaign turned a product demo into a nationwide cultural event.
Results
"Last Scene" had an unprecedented level of engagement for Apple Japan. - Reaching over 120M views in total - Gathering 923K viewers to the LINE watch party - Generating 472 articles, and dominating headlines across mainstream news, entertainment, tech, music and fashion media With endless comments and UGC celebrating the film's emotional power, cinematic beauty, and its fresh take on ordinary life, the film showed "the true beauty of daily life" (Hypebeast), and was considered "beautiful to watch and just as powerful in story" (GQ Japan) and "a gem" (ELLE Japan)—proving the iPhone camera's ability to transform how we capture life's most common moments.