The general consumers in China had the misperception of “the more the better”. Our brief was to de-bunk the notion of “more cores, more power”, and shift the conversation to “overall performance of the mobile phone.”
 
The idea for this video is to get a break from overhearing the incessant, unwanted talk that surrounds us, and this is what we try to achieve with the silent movie. Using only title cards to push our key messaging rather than the usual voice over, consumers will be able to digest better what we want to convey.
 
The story is about how most people are going after smartphones with more cores, blindly, not knowing if it will give them a better user experience. There’re benefits, but it’s not exactly what we’re looking for in a smartphone.
 
Involvement: Creative Direction / Art Direction / Scripting