In this spot, we see the new phone’s features in action in various day-to-day scenarios, showcasing how it removes unnecessary complexity from daily tasks. As each task is completed very simply with the help of the smartphone, the user is slowly lifted off the ground in a way that seems almost natural.

Each moment takes place in a very different environment: a crowded train station, an office, a dance studio, a pier by the ocean, at the top of a monument and in an art gallery. Though very different, these scenes are all cohesively put together, with a consistent look and feel to them.

2D Lead Artist Richard De Carteret explains: ‘To create the levitation effect, specialist wire rigging was used to hoist each actor at the location and not against green screen. It was then our job to remove any trace of it for the final film. At the time of production the phone was still in development so some of the graphics and how they were to be displayed was still being discussed which meant we were able to exercise our imagination to deliver the final look.’