Apple’s Vietnam Tet campaign features MCK comeback through interactive 360 iPhone film

Vietnam – Apple has teamed up with Vietnamese hip-hop artist MCK for the release of “HVL”, a 360-degree album trailer shot entirely on iPhone 17 Pro as part of its latest Shot on iPhone campaign.

Directed by Vietnamese creative director Phương Vũ (Antiantiart) in collaboration with TBWA\Media Arts Lab Vietnam, the campaign centres on an interactive film that unfolds across three chapters, allowing viewers to navigate the scene in all directions and explore the artist’s world from within.

The project was produced using eight synchronised iPhone 17 Pro devices with genlock, enabling a fully navigable 360-degree format. The approach reflects Apple’s continued push to showcase the device’s video capabilities through immersive storytelling formats.

Beyond its visual execution, the campaign incorporates interactive elements designed to drive audience participation. Hidden details are embedded throughout the film, including recurring references to the number 23—linked to the artist’s birthday—as well as concealed URLs that unlock previews of upcoming tracks. Additional clues, such as encoded audio revealed through altered playback speed, further extend the experience beyond the initial viewing.

The trailer premiered on MCK’s YouTube channel on 3 April at 23:23 (Vietnam time), where users can explore the video dynamically. The campaign is also being distributed across Instagram and digital out-of-home placements at Nguyen Hue Walking Street, supported by behind-the-scenes content on Apple Vietnam’s YouTube channel.