How Apple is “loving” the Vietnamese market: First time collaborating with Vietnamese talent to promote culture by video with 1-0-2, attracting 2 million views after 4 days

Recently, Apple’s official Instagram account with more than 30.4 million followers posted a video that clearly shows Vietnamese culture, made by the Vietnamese team.

Specifically, the short video shows the cultural image of “Dragon and Fairy’s descendants” with bold contemporary Vietnamese art. Director Phuong Vu and make-up artist Yen Jii skillfully put the myth of Hong Bang Thi with the symbol of blending between father Lac Long Quan and mother Au Co. Notably, all these images are shown through body painting technique (drawing directly on people), along with a tight layout arrangement, creating impressive visual effects.

In just a small frame, the two artists introduced many cultural images of Vietnam such as the Dragon of the Ly Dynasty, Dong Son motifs, images of clouds in folk paintings, cranes, a baby herding a buffalo and carrying goods. algae. Meanwhile, the music is full of Southern breath.

This work is part of Apple’s Shot on iPhone campaign series made with iPhone 14 Pro to capture the unique vision and creativity between art and new technology.

After only 4 days, this video has attracted 2.1 million views on Apple’s Instagram account.

Director Phuong Vu is an unfamiliar face in the creative world when he has a different mindset and style, and is also the man behind many impressive projects of VTV, Vietnam Airlines, Biti’s, Piaggio, 88rising, etc. .. Meanwhile, Yen Jii is a 24-year-old makeup artist, possessing a different aesthetic and makeup style in the community.

“I love experimenting with makeup and body art to tell stories and show new perspectives on Vietnam that the world may not know about,” the two artists said.

This is the first time Apple has collaborated with Vietnamese artists to introduce the country’s cultural features to international friends. This also shows that “apple defects” are paying more attention and investment to the Vietnamese market.

Not long ago, Apple also officially opened an online store in Vietnam. Vietnam is currently one of the potential countries on Apple’s list of concerns. Earlier in a financial report meeting for the first three months of 2023, CEO Tim Cook also shared that emerging markets are the main factor helping Apple achieve record iPhone sales.