It's safe to say that Apple brings the creative goods to much of its work—and emotion plays a significant role. While most of what we've seen from the brand has come from TBWA\Media Arts Lab in Los Angeles, the agency's Shanghai office has hit its own home runs.

Celebrating Chinese New Year, a poignant cinematic spot starring award-winning actress Zhou Xun shows how the relationship between a single mother and her daughter begins to be repaired on the eve of the holiday.

While some might balk at the notion of watching an eight-minute brand film, it's well worth the investment of time. It's beautiful work and continues the tradition of telling powerful stories during Chinese New Year.

Interestingly, last year's beautiful film from Apple was a little over six minutes. The year before that? Three minutes. Could that mean 2021's effort breaks the 10-minute barrier? If it's as good as this series of ads, we say bring it on.

Brand pokes fun of fit culture with ‘Bike of Shame.’

Canada's Eve Dubois thought of the chain, not the character.

Brand touts the power of experience in new ads from Camp + King.

Area15 and Intel craft the new step in experiential retail.

Let’s leave purpose preaching in 2019.

What we know about the Big Game's ads so far, and how our AI Twitter account came to life.