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.”
Video 1:
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.
Video 2:
Playing on the misperception of “the more the better”, we make use of the popularity and talent of Mike Sui to create live demonstrations, by tricking people into thinking a nifty “Octa-core Add-on” gadget will immediately make their phone faster, before revealing and educating them.
Creative Direction
Art Direction
Script Writing