‘The Greatest Showman’ director’s iPhone 16 film makes you forget it's an ad

Apple’s nostalgic Chinese New Year short film, I Made a Mixtape for You, makes a good case for the iPhone 16’s merits, with a story that makes you forget it's an advert.

The latest in its long-running Shot on iPhone campaign, and the eighth instalment in Apple’s annual Lunar New Year series, the ad was directed by Michael Gracey of ‘The Greatest Showman’ fame.

The ad revisits the 90s through the eyes of Wei, a young man reconnecting with his family’s past. Gracey brings a heartwarming tale of love and self-discovery to life.

The story, shot on the iPhone 16 Pro, follows Wei as he returns home for the New Year and stumbles upon a mixtape his parents created decades ago.

As the music plays, Wei finds himself transported to a vivid, dreamlike version of a 1990s dance club. The experience immerses him in a bygone era while reigniting his belief in love.

Gracey worked with Oscar-winning cinematographer Erik Messerschmidt and Hollywood choreographer Ashley Wallen to recreate the energy of the 1990s. Using the iPhone 16 Pro’s features, such as 4K video at 120 frames per second, the team captured intricate dance sequences and slow-motion shots.

Alongside the film, Apple shared a behind-the-scenes featurette offering a glimpse into the effort behind this emotive and visually striking project.

And if you don't have 12 minutes to spare, here's a synopsis of the project with a behind-the-scenes film, totalling just three minutes and 12 seconds).

Our take

Watching an advert for 12 minutes is an unusual ask, but ‘I Made a Mixtape for You’ held my attention with its celebration of love, family, and cultural identity. The choreography, the warmth of the setting, and the hyperreality of the world around the characters are impressively realised.

As a demonstration of the cinematic potential of the iPhone 16 Pro, it’s hard to argue with, especially in the club scenes, which can be difficult to pull off: I’m looking at you HBO’s The Penguin series.

Overall, it's good that Apple is providing a platform for directors to experiment, and all they seemingly ask for is a vivid pink logo at the end.