360° FILM / ACTIVATION / BTS 

'HVL' MCK

The first-ever 360° Shot on iPhone, built for deep platform engagement.

MCK is Vietnam's hottest artist, with an obsessive fanbase. He suddenly disappeared for two years, creating "MCK Famine" as fans hunted relentlessy for clues to his return. For his comeback, we gave them more to hunt for, with a first-of-its-kind 360° album trailer packed with hidden MCK content. 

Fans joined forces to hunt down every piece of MCK throughout the film and YouTube platform, turning his comeback into an immersive fan experience 'made for the internet' at its very core. 

How?

'HVL' was shot with a custom rig of 8 iPhone 17 Pros, simultaneously syncing 8 frames with iPhone's new Genlock feature and seamlessly stitched into a fully explorable 360° film.

Within the film, fans are able to find unreleased MCK contents, hidden within YouTube platform features like 360° viewing, playback speed, closed captions, and end cards. 

To further fuel fan theories, the film revolved around MCK's symbolic number '23'. 
23 clues. Dropped at 23:23. A duration of 2:23. A hidden message revealed at 2.3x speed.

Every detail was crafted for deep fan engagement where fans didn't just watch MCK's comeback, they became part of it.

Scan to watch in 360°
Best experienced on your phone.

Or watch it on YouTube (desktop).

Organic discovery of hidden content 

Organic fan made content

Key results

#1

369k

163k

5.5m

Trending on YouTube within 24 hrs 

Oragnic Views on Hidden Songs

Calls to hidden phone number

Cumulative Campaign Views

Credits

Client  Apple
Agency  TBWA\Media Arts Lab APAC
Director  Phuong Vu Artist MCK
DOP  Chew Wei Zhong

Interested in working together?