Watching Apple’s annual Shot on iPhone Chinese New Year films have become a new year tradition for many in China. This year, it takes on a deeper meaning with a story centered around a quintessential Chinese art form that was, until recent decades, traditionally enjoyed by generation after generation around the new year. By reinvigorating this nearly-forgotten tradition through the lens of iPhone, we were able to create something for our audience, both young and old, that was not only entertaining, but culturally relevant and worthy of a nation’s pride.

Chinese Opera is a key part of Chinese New Year traditions, tracing back to the first dynasty of Imperial China. The majestic art form of musical theatre has since been supplanted by ever-changing modern entertainment. This year, the ambition for Apple’s annual CNY film is to reinvigorate the ancient art form with a movie-grade quality captured entirely with the latest iPhone 14 Pro.

Through the Five Passes is a coming-of-age story about a young opera practitioner who goes against all odds to give the performance of a lifetime, even if just for a mere five minutes. Based on a renowned Chinese Opera story, the title itself is a famous expression that embodies a powerful spirit to do whatever it takes to overcome adversity. The story celebrates the spirit of resilience, particularly following the turbulent year of 2022, when people pushed through despite the constant uncertainty of China’s Covid policies.

Camera is an important driver for smartphone purchase in China. CNY SOiP is a key platform to reinforce iPhone’s superiority over the competition by showing off iPhone’s filmmaking capabilities in an entertaining and engaging way.

We therefore needed a story that not only resonated with our audience, but also produce imagery that would demonstrate the best of iPhone’s camera.

Chinese Opera gave us the perfect stage to do that. Its rich colors, dazzling choreography, and intricate detail created a visual spectacle to push the limits of iPhone. Moreover, opera’s position as a fading artwork armed us with a powerful story that resonated widely: As long as we persist, we, too, can overcome the obstacles, no matter what life throws at us.

The film was created in partnership with the director who hails from a Chinese Opera family himself. With memories of his mother being forced to abandon her own opera career to make ends meet, his personal touch delivers an authentically poignant film that is a testament to the uniquely Chinese association of a lifetime of commitment through which every opera practitioner endures.

To draw the younger generation to this ancient art, the director insisted on non-linear, fast-paced storytelling with contemporary aesthetics. The iPhone’s cinematic capability allowed him to craft an authentic story spanning three decades, each with a distinctive tone and immaculate detail, woven together by the imaginatively cinematic opera performances. This visual spectacle not only pushes the iPhone’s boundaries, but reinvigorates Chinese Opera and leaves a powerful message that resonates: As long as we persist, we, too, can overcome the obstacles, no matter what life throws at us. 

The main film and BTS generated 470 million views, a new record for viewership. The campaign drove 125 million clicks through to Apple’s online store, over four times the traffic from the previous year. Audiences exposed to the campaign showed higher understanding of iPhone’s key features, plus increased purchase consideration and affinity for iPhone. 82% of non-iPhone owners reported strong consideration for iPhone as their next smartphone. Exposed audiences were more motivated to shoot with iPhone and improve their own filmmaking skills. Post campaign tracking also showed that 92% of adults surveyed agreed that Apple understands Chinese culture. 

Through the Five Passes garnered positive reaction from industry and entertainment media, as well as the public. Many critics praised the film’s theme of resilience, remarking that it struck the right tone after a difficult 2022 for the country and its people.