Mother Shanghai has just launched its first campaign for OnePlus after recently being appointed by the smartphone giant. The feel-good, cinematic spot is shot by renowned cinema director Michael Gracey (The Greatest Showman) and tells the story of the moon playfully sweeping through a quiet cityscape, in a cheeky nod to Hasselblad's history.
The ad introduces a partnership between OnePlus and Hasselblad, marking the start of a new joint venture ahead of the launch of its latest flagship phone.
As the story unfolds, we see a "wise owl, a girl with a dog and its dog, a moment between two construction workers where sparks fly… all are made that much more beautiful as we land on one thought-provoking message: it all begins with a simple thought," as Mother puts it. "The playful moon brings a little light and a lot of magic to unsuspecting scenes; a small notion that makes a big difference in photography, and the answer to a simple message: what if we just let more light in?"
Director Michael Gracey says: "I took this simple thought and got to bring it to life in such a whimsical way. We were limited by the circumstances at the time (lockdown and remote shooting), so it took a few practical effects and a lot of imagination, but it was a brilliant collaboration that I feel is a direct reflection of the partnership."
Of course, Gracey is known for adding visual effects and a touch of whimsy to his films, and in this particular commercial, lighting breathes life into the moon, as it bounces around a city, lighting up streets, shop windows and people. Mother Shanghai adds: "The idea behind this campaign – every legacy begins with a simple thought – is so simple but backed by such a strong truth, and that’s when we knew we could take this far and really have fun with it."
The film runs from mid-March in China and international markets.