How do you get people to care about something that isn't there?

Xiaomi (Chinese tech company) were launching a new smartphone in Western Europe. The Mi9T handset boasts a huge full-screen display, providing the notch-less viewing experience that phone buffs crave. We created a series of short films for social media.​ Conscious that the the market is flooded lifestyle ads and beautiful 3D renders, we approached the brief with something a little different.​ We created three 15’ spots that depict a series of humorous catastrophes caused by the distracting feature.​ Let this be a lesson to all - BEWARE THE NOTCH!