OnePlus - Evolve Beyond Speed

Leaders in cellular technology, OnePlus, approached Mayda’s ECD Carl Addy to bring his bold and visually-arresting storytelling to the launch of their new range of smartphones; the OnePlus 10Ts.

The collective came together in full force as Carl worked closely with Pandayoghurt and the Shavkero Bros to conceptualize, shoot, design, and deliver this piece for multiple global markets.

Together they created a synthetic reality of the hero’s imagination, a momentum of experiences kicked off by the big bang.

OnePlus wanted to showcase how the new range of devices allow users access to lightning fast technology; from AI-assisted photography, to truly immersive gaming over 5G. Inspired by the tag line ‘Go faster!, The Mayda Creative Co. crafted a wildly imaginative user journey full of visual acrobatics that echo the 10T’s impressive capabilities.

“I wanted to create a momentum of scenes, a sense that the hero is caught up in this kinetic energy. Commencing with a big bang catalyst, a character finds himself thrust into various scenes catapulted by his sense of agency, enabled by speed.”

– Carl Addy, ECD & Director