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Also: Apple flexes its storytelling muscles for Chinese New Year, report outs apps sharing users’s data, tips for great social media bios, and more.
Good morning, PR pros:
To ring in the Chinese New Year, Apple has released a short video titled, “Daughter.” The video, inspired by true stories, depicts a Chinese woman battling cultural norms as she raises her daughter while estranged from her own mother.
https://youtu.be/bvtwWhKdxhM
Though the spot was created by Academy Award-nominated director Theodore Melfi and award-winning cinematrographer Lawrence Sher, it was shot entirely on Apple’s iPhone 11 Pro. In a behind-the-scenes video, Melfi and Sher describe the features of the phone that they’ve put to work to tell the story.
https://youtu.be/dj6Lw7jnqBI
The video is an outstanding example of emotional storytelling, and it shows communicators the power of showing what your product can do, instead of telling consumers and journalists about its qualities.
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