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For years, Apple has found a variety of ways to celebrate the Chinese New Year through the heightened potential of its products—mainly, the iPhone. This year, the brand explores the humanity behind a holiday tradition: the Chinese Opera.
Ahead of the holiday on Jan. 22, Apple is celebrating with the launch of a new campaign featuring a heartwarming short film shot entirely on an iPhone 14 Pro. Made in collaboration with creative agency TBWA\Media Arts Lab Shanghai, the short film “Through the Five Passes” tells the story of a man’s love of opera and the power of resilience.