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On the heals of its successful launch of the 10T, agency partner XDA once again contracted Mile 80 to help launch the OnePlus Cloud 11, a much larger and technically complex endeavor.
While the opening video would be heavily influenced by our work from the prior product launch, immense technical expertise would be required for this launch, as the client wanted to portray the new device floating in the clouds. Traditional cameras would not suffice, so we instead focused on developing a bespoke virtual environment, where the highest fidelity imagery could be captured.
To encapsulate the essence of the Cloud 11, our creative direction centered around the concept of a "forever tunnel," provoking the audience to feel like time did not exist and they were within an infinite loop. We embraced a kaleidoscopic aesthetic, leveraging CGI and an endless array of stock footage our team procured. And using Blender, we created from scratch a virtual set that allowed us to experiment with a variety of looks and ultimately capture the device in spectacular fashion.
Within Blender, we executed a robust virtual photo shoot, depicting the product in an array of looks, floating in the clouds. While our core deliverable was the launch event's opening video, our work for the Cloud 11 launch would be showcased across all channels - from the event itself to pre- and post-event commercials, social media, email, billboards, posters and evergreen product marketing.
The event's content left the audience mesmerized, and helped drive an immediate surge in demand for the new device in targeted regions.