Mother Shanghai has launched its first campaign for OnePlus since being appointed by the smartphone giant. The film introduces a partnership between OnePlus and Hasselblad, marking the start of a new joint legacy ahead of the launch of their newest flagship phone. Shot by filmmaker Michael Gracey, with production companies Unlisted and FINCH.
Hasselblad has a storied history of photography excellence, and in providing the camera know-how to the newest OnePlus smartphone, the brand is opened up to a new audience of millions. Hasselblad first gained traction amongst photography enthusiasts as the first camera on the moon during NASA’s moon landing.
The film, created by Mother Shanghai, is shot by renowned cinema director Michael Gracey (The Greatest Showman), and uses a cinematic approach to tell the story of the moon playfully sweeping through a quiet cityscape, in a cheeky nod to Hasselblad’s history. 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.
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?
This feel-good film launches the partnership between OnePlus and Hasselblad. The completely revamped smartphone camera marries the beauty of Hasselblad photography with the convenience and accessibility of a handheld phone and marks the start of a new legacy.
Says Gracey: “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, remote shooting, etc.), so it took a little bit of practical effects and a lot of imagination, but it was a brilliant collaboration that I feel is a direct reflection of the OnePlus x Hasselblad partnership.”
Gracey is known for elevating his films with visual effects and a touch of whimsy, and in this particular commercial, lighting breathes life into the moon, truly allowing it to shine as the star of this film.
Mother Shanghai says: “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.
Agency: Mother Shanghai
Creative: Mother Shanghai
Strategy: Mother Shanghai
Director: Michael Gracey
Production Company: Unlisted & FINCH
Producer: Vivienne Jaspers
Executive Producer: Katie Mackin and Corey Esse
Director of Photography: Jeremy Rouse
Production Manager: Juliet Smith
Production Designer: Patrick Bennett
Head of SFX: Clint Dodd
Gaffer: Crispian Hayler
Grip: Glenn Arrowsmith
Location Manager: Michael Gaffney
1st AD: Jason Faulkner
Editing Company: ARC EDIT
Editor: Drew Thompson
Colourist: Seamus O’Kane at Youngster
VFX: Electric Theatre Collective
Music Composer: Chris Read and Otis Studios
Audio Production: Otis Studios