Apple launches ‘HVL’ with 360-degree Shot on iPhone campaign in Vietnam

Apple has unveiled a new Shot on iPhone campaign in Vietnam with the release of Album Trailer “HVL” by MCK, a 360-degree music video captured on iPhone 17 Pro and directed by Phương Vũ (Antiantiart) in collaboration with TBWA\Media Arts Lab Vietnam.

 

The ‘HVL’ album trailer was shot using eight iPhone devices — all synchronized with genlock to create a fully explorable 360-degree film and world viewers can step into. The Ultra Wide cameras capture more of the scene, pulling the subject closer to the viewer’s perspective, and ProRes RAW with Apple Log 2 brings the story to life with remarkable details and color fidelity.

Vũ a Vietnamese creative director recognized for his bold, cinematic fusion of hip-hop, street culture, and modern Vietnamese aesthetics, the trailer invites audiences to step inside the artist’s world across three chapters. To bring his vision to life and launch a comeback after a two-year hiatus, MCK relied on iPhone 17 Pro, the best-ever camera system in an iPhone.

Hidden throughout are easter eggs for fans to find, decode, and unlock:
• The number 23 runs like a thread through every layer of the experience, rooted in MCK’s March 2nd (2.3) birthday.
• The film runs exactly 2 minutes and 23 seconds, and the number is seeded visually across all three chapters for fans to find.
• Hidden URLs are scattered throughout, each unlocking snippets of upcoming album tracks.
• The deeper rewards take more hunting: a distorted sound plays at the film’s end and, replayed at 2.3x speed, it decodes into a phone number connecting to a voice note recorded by MCK himself.

The main video went live on MCK’s YouTube channel on 03 April, at 23:23 (Vietnam time), where viewers can scroll left, right, up, and down to explore the world at their own pace, as if standing inside the film itself. The campaign will also run on Instagram and on a DOOH in Nguyen Hue Walking Street. A behind-the-scenes video of this immersive project will be available on Apple Vietnam’s YouTube page.

For the best way to experience “HVL,” please view on the YouTube app to fully explore the 360 video. If viewers have access to a Vision Pro, it’s best to use that to be fully immersed in the trailer.

MCK said: “One of the most influential artist of his generation, MCK is a defining voice in contemporary hip-hop, recognized for his versatile flow, melody-driven rap style, and strong cultural presence across digital platform. His catalog includes widely streamed tracks such as Chìm Sâu and Tại Vì Sao, while his music video 2323 achieved global traction — organically reaching #18 on YouTube’s Best Debut Global ranking and leading engagement rates among artists on YouTube Vietnam.”

Director Phương Vũ, said: “Self-taught and instinct-driven, Phương Vũ is a Vietnamese creative director recognized for his bold, cinematic approach fusion hip-hop, street culture, and modern Vietnamese aesthetics. Through Antiantiart, he has shaped a multidisciplinary platform across film, fashion, music, and digital culture — establishing it as one of the Vietnam’s most influential creative forces. His work has also reached global audiences through projects like VVUP’s Super Model and Jisoo’s Your Love (BLACKPINK).”

Credits
Agency: TBWA\ Media Arts Lab (Vietnam)
Director: Phương Vũ (Antiantiart)
Production Company: Antiantiart
Post-Production Company: Heckler (Album Trailer), AAA Post Production (BTS)
Director of Photography: Kelvin Chew (Antiantiart)
Music: AAA Music Production