Apple to China on creative exploration: 'What's the use?'

A new film for Apple China by TBWA Media Arts Lab Shanghai, released on Youku, targets students who recently completed the higher education entrance exam known as the Gaokao.

It hinges on the question 'What's the use', which students often hear in relation to activities that don't directly align with the goal of passing the exam. Naturally, the story follows a student who, once the exam is over, conquers a monster representing rigid conformity and goes on to explore personal interests and creative endeavours, all with a trusty iPad in hand.

The film is set to the track “Control (控制)” by Chinese indie band Fazi (法兹乐队).

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