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    Top Spot of the Week: Theodore Melfi Directs Apple iPhone’s “Daughter”

    By SHOOTUpdated:No Comments6489 Views

    In their first major project since entering into a working collaborative relationship, production houses brother and RadicalMedia turned out this short film titled Daughter for Apple in celebration of the Chinese New Year. Directed by Oscar-nominated filmmaker (Hidden Figures) Theodore Melfi and starring Zhou Xun, one of China’s leading actresses, Daughter is part of Apple’s “Shot on iPhone” series highlighting the filmmaking capabilities of the iPhone 11 Pro. Lawrence Sher, ASC–who’s work on Joker recently earned him a Best Cinematography Oscar nomination–lensed Daughter, capturing sweeping panoramas, intimate closeups and single take ultra wide flashbacks, demonstrating the imagery prowess of the iPhone.

    Created by TBWAMedia Arts Lab Shanghai, Daughter is an emotional story of a taxi driver’s (Xun) complicated relationship with the two most important women in her life, her young daughter and her estranged mother. The film examines the changing social norms in China and reflects on the generational differences between traditional families and modern youth. The intergenerational film is a touching drama of family reconnecting for the Chinese New Year. 

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    Credits

    Client Apple Agency TBWAMedia Arts Lab, Shanghai Production brother, RadicalMedia Theodore Melfi, director; Lawrence Sher, cinematographer; Rich Carter, exec producer; Patty Tsai, Zoey Zhang, producers. Editorial Giovanni Messner, editor Music Varqa Beuhrer, composer. Actors Xun Zhou, Duo Duo Xu, Ai Li Zhang

    Genre:Drama
    Media Type:Film: Short
    ScreenWork Categories:Short film
    Screenwork Type:Top Spot
    Video Tags:brotherLawrence SherRadicalMediaTheodore Melfi



    Father-Daughter Farming Duo’s Story Is At Center Of Lay’s Super Bowl Spot Directed By Taika Waititi

    Thursday, February 5, 2026

    Fresh off Lay’s 2025 beloved Super Bowl spot, “The Little Farmer,” and a global brand refresh, comes a brand-new commercial airing in the first half of the big game on Feb. 8.

    Titled “Last Harvest,” the new emotionally driven ad follows a father-daughter potato farming duo as they pass down generations of potato harvesting knowledge, showcasing a true legacy in the agriculture community. Academy Award winner (Jojo Rabbit) Taika Waititi directed “Last Harvest” via production house Hungry Man for agencies Highdive and Frito-Lay in-house shop D3. Waititi brought his signature storytelling style to this year’s Lay’s ad, just as he did with “The Little Farmer.”

    Set against a moving rendition of “Somewhere Only We Know” (originally recorded by English rock band Keane), “Last Harvest” weaves through heartfelt flashbacks, shining a light on the family-owned farms behind many of Lay’s potato chips.

    “Last Harvest” was inspired by Neumiller Farms in Illinois, a family farm that Lay’s parent PepsiCo has worked with for decades. It’s a third-generation potato and vegetable farm now run by father and daughter team Tom Neumiller and Katie Floming, who grow 3,500 acres of potatoes annually. Their farm plays a vital role in the Lay’s story, with Tom now guiding Katie as she prepares to lead the farm’s next chapter.

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