XIAOMI | Beware the Notch

What’s a notch? For some, it’s the little black bar at the top of a mobile phone that houses the selfie camera. For others, it’s the bane that ruins every second of their viewing experience. Who knew something so small could spark such a fiery debate? One company to take on the challenge is Chinese phone manufacturer, Xiaomi. Despite being the world’s 4th largest of its kind, Xiaomi isn’t quite a household name in the Western market (yet!). But given their track record of making spectacular phones, it won’t be long before we’ll all want one. Their latest handset to hit the Western market is the Mi9T. The new phone boasts a huge full-screen display and a pop-up selfie camera - providing the notch-less viewing experience that users crave. Our task was to speak directly to their audience of passionate phone buffs during the launch. In just over 3 weeks, we created three 15’ online spots that depict a series of humorous catastrophes caused by the distraction. Let this be a lesson to all - BEWARE THE NOTCH.

Credits:
EXECUTIVE CREATIVE DIRECTOR JIM DE ZOETE
LEAD CREATIVE NICK ALDEN
HEAD OF PRODUCTION TOM DORE
EXECUTIVE PRODUCER DEBORAH ZNATY
PRODUCER SAM BREEN - HANNAH SALVANES MCLEAN (SHOOT)
PRODUCTION MANAGER CATARINA VIANA
PRODUCTION ASSISTANT NORA SCOCCIMARRO
DIRECTOR JAMIE LANE
1ST AD JAMES DYER
2ND AD GABRIEL 0'DONOHOE
RUNNER LEAH PEARCE
RUNNER BRADLEY BATERIP
WORK EXPERIENCE RUNNER IRENE WAIRERI
DOP IAN MURRAY
FOCUS PULLER BEN WORTHINGTON
CAMERA TRAINEE GABRIEL NIEDOJADLO
CAMERA TRAINEE HORIA DRAGOI
DIT STEPHEN WALSH
PLAYBACK OP MARC BOOTH
GAFFER CHARLIE PANAY
BEST BOY CAMILLE LIBERTO
ELECTRICIAN Z KASSAPI
ELECTRICIAN JOSH MARLEY
ART DIRECTOR ZOE KOPERSKI
ART ASSISTANT ASHLEIGH LATTER
WARDROBE STYLIST LUCY HAGAN
WARDROBE ASSISTANT ANOUSHA MISTHRY
HAIR & MAKE UP DARREN EVANS
LOCATION MANAGER BEN MACGREGOR
CAMERA CAR DRIVER ANDREW COCHRANE
EDITOR ANNA ZAVIALOVA
MOTION GRAPHICS LEAD IBRAHIM AHMED
MOTION GRAPHICS DOUG HIGMAN
COLOURIST - DAN MORAN
COMPOSER & SOUND DESIGN - MICHAEL BLAINEY

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Video Editor / Graphic Designer
Motion Graphics Designer