Smartphone giant OnePlus has launched a new campaign in collaboration with Mother Shanghai. The campaign also marks the unveiling of a partnership between OnePlus and Hasselblad, a camera and lens manufacturer.
The 1-minute spot was shot by filmmaker Michael Gracey, with production companies Unlisted and FINCH. Hasselblad initially gained traction amongst photography enthusiasts as the first camera on the moon during NASA’s moon landing.
Thus in a nod to history, the film rolls that very same moon, illuminated and glowing, through a peaceful city. As it bounces down roads and sidewalks the city’s subtleties reflect in the moonlight.
It’s a playful campaign designed to show the beauty that a little bit of light can add to any scene. What if we just let more light in?
“I took this simple thought and got to bring it to life in such a whimsical way,” said director Michael Gracey. “We were limited by the circumstances at the time (lockdown, remote shooting, etc.), so it took a little bit of practical effects and a lot of imagination, but it was a brilliant collaboration that I feel is a direct reflection of the OnePlus x Hasselblad partnership.”
The film runs from mid-March in China and international markets.
“The idea behind this campaign – every legacy begins with a simple thought – is so simple but backed by such a strong truth, and that’s when we knew we could take this far and really have fun with it,” said Mother Shanghai.
Agency: Mother Shanghai
Creative: Mother Shanghai
Strategy: Mother Shanghai
Director: Michael Gracey
Production Company: UNLISTED & FINCH
Producer: Vivienne Jaspers
Executive Producer: Katie Mackin and Corey Esse
Director of Photography: Jeremy Rouse
Production Manager: Juliet Smith
Production Designer: Patrick Bennett
Head of SFX: Clint Dodd
Gaffer: Crispian Hayler
Grip: Glenn Arrowsmith
Location Manager: Michael Gaffney
1st AD: Jason Faulkner
Editor: Drew Thompson at Arc Edit
Colorist: Seamus O’Kane at Youngster
VFX: Electric Theatre Collective
Music Composer: Chris Read and Otis Studios
Audio Production: Otis Studios
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