Brief: Show the HD camera phone in action while showcasing the product. AKA, make the product shot cool.
Creative: The HD Camera trick. Clues were hidden in HD footage that revealed the secret behind the trick. We filmed the entire idea using the phone camera itself. We spoke directly to our audience to challenge to watch, re-watch and respond to our creative. Not only did it create debate but sparked conversation about if the footage even came from a phone - people thought it was too polished. Creating an engaged audience talking about the product and the product's key feature HD video recording.
It wasn't about creating an advertising story, it was about understanding the product. Plus a great change for me to nerd out with technology. Which is always good.
Results: Over 1,5 Million views, Featured in Contagious & NMA magazine.