Apple and Jackson Wang Break New Ground for China’s First-Ever ‘Shot on iPhone’ Campaign

​Apple has teamed up with global music icon Jackson Wang to debut China’s first-ever ‘Shot on iPhone’ music video - a bold artistic statement and an intimate self-directed portrait of the artist’s evolution.

Set to Jackson’s latest track ‘Let Loose’, the film from TBWA\Media Arts Lab, Shanghai is more than a music video. It’s a raw, visually arresting exploration of self-discovery, directed by Jackson in partnership with celebrated filmmaker Ojun Kwon. Together, they blur the lines between personal storytelling and cinematic innovation, using the iPhone 17 Pro as both canvas and camera.

Shot entirely on the new iPhone 17 Pro, the film leverages Apple’s most advanced camera system to date. Featuring a 48MP Telephoto lens with an optical 8x zoom, a high-resolution Ultra Wide camera, and buttery-smooth 4K at 120fps slow-motion capabilities, the device captures everything from kinetic dance sequences to quiet, introspective moments with breath taking precision. It’s a creative toolkit disguised as a smartphone - and a powerful co-creator in Wang’s visual narrative.

At its core, Let Loose charts the internal transformation of a global superstar reckoning with the past and stepping into a new creative chapter. From dark, stylised sequences to soaring, wide-angle shots that echo freedom and self-expression, the film is a reflection of both Wang’s personal rebirth and the evolving role of mobile filmmaking in pop culture.

The campaign forms part of a broader multi-platform rollout that includes social content, behind-the-scenes footage, and creator tips - with Wang himself breaking down how he unlocked the full potential of the iPhone 17 Pro camera. Expect to see the visuals take over Apple platforms, Jackson’s socials, and major DOOH installations across cities including Shanghai, Suzhou, and Tianjin.

The video dropped on September 12th, following a teaser campaign that launched on September 10th. It also marks a new chapter in Jackson’s career - coming off the back of MAGICMAN 2, which secured him the highest-ever Billboard 200 debut for a Chinese solo artist.

For Apple, it’s more than just a product spotlight. It’s a statement on how powerful tech can become a partner in authentic creative expression — and how the iPhone continues to evolve as a tool for filmmakers, artists, and visionaries worldwide.