In early October 2019, OnePlus, a global mobile technology company, announced the launch of their latest OnePlus 7T series smartphones, which soon became available in the U.S. later that month. The new 7T series feature a responsive 90Hz refresh rate Fluid Display with the latest HDR10+ technology, which enables a revolutionary fast and smooth display experience. To showcase the smartphones’ attributes and coincide with the launch, our brand developed creative videos, titled “Smooth Like Never Before,” in collaboration with the well-regarded, visionary Italian filmmaker and director, Leonardo Dalessandri.
We partnered with Dalessandri to emphasize the smartphone’s smooth and seamless display, ultra-responsive touch, and performance efficiency through a visually compelling narrative.
The “Smooth Like Never Before” creative video underlines the defining feature of the OnePlus 7T smartphone: it is smoother in look, feel, and overall performance than ever before. To give such an abstract experience a more defined, appealing and visualized story surrounding this characteristic, Mr. Dalessandri was invited to use the new smartphone – both personally and professionally, so that he could fully understand what OnePlus’ smoothness means to him in his daily life. This allowed him to experience its visual clarity and smooth touch, as well as utilize its UltraShot Engine and triple-lens camera when shooting photos and slow-motion videos. Dalessandri met with the OnePlus team to collaborate on the direction and development of the “smooth” video concept, a unique creative process that fused art and technology to produce the final product.
The Smooth Like Never Before video offers a visual experience that is tactile, sensorial, and smooth. It includes a variety of shots demonstrating the sensation of physical touch in both our everyday lives and in using the OnePlus 7T smartphone. Actors can be seen touching the back cover, a matte-frosted glass, and seamlessly scrolling through or zooming in and out of apps, photos, videos, and other features. Overall, Smooth Like Never Before and its “smooth” visuals successfully compliments the 7T smartphone’s key features and showcases a device that is smooth in look, feel, and function.
