Agency: Across the Pond
Creative Director: Jim de Zoete
Director: Jamie Lane
BEWARE THE NOTCH
Creating social noise around the launch of Xiaomi's latest handset which boasted a "notchless camera".
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!