Oppo briefed The Mill to create a campaign that highlighted the anti-shake feature in their new RENO II phone. The customers that favour their phones are young, highly creative and love to express themselves.
The Mill creative team and Mill+ Director Melody Maker came up with a vibrant and captivating film that brought the phone functionality to life through dance - a fresh take on a product demo.
Director Melody Maker states ‘I wanted to show the audience the new stabilisation technology that Oppo has created in a visceral way rather than as a standard product demonstration. I loved the idea of choreographing a dance that embodies the unstable nature of shaking movements and juxtaposing that with smooth camera work to illustrate stability.
Finding the right location was imperative for this piece. The mixture of stunts, wirework and dance needed something that was versatile enough to accommodate for all three, but minimalist in style so it enhanced the action, not distracted from it. The surroundings are a metaphor for the phone itself; clean smooth surfaces and iconic curves that match the design aesthetic of the RENO II.
We wanted our dancer to be able to play in this environment and make it part of the story. Not just be in it but actually interact with it, his movements have an effect on the space as he moves through it.
Our goal was to parallel the originality of the RENO II in a beautifully executed and captivating film that positioned the phone as the choice for self-expression and creativity’.