ZTE Axon 7: Smartphone Launch

Creative Director

The challenge was making sound visible. We built the films around an audio wave visualization that guides the viewer through the phone's features, then resolves into the tagline: "Have you heard?" That gave every film, from the hero spot to the shortest feature piece, one consistent visual language, built entirely in CG for full control of the phone's aluminum surfaces, light and detail.

Launch spot and interstitial montage featured above.

In 2016, ZTE brought its Axon 7 flagship to the US with a big claim: premium features at a mid-range price. At the heart of it was sound. With Hi-Fi audio chips, Dolby Atmos and front-facing stereo speakers, ZTE positioned it as the best-sounding smartphone on the market.

Working with lead agency The BAM Connection, Nice Shoes handled production for the launch, from the initial launch spot to more than 20 supporting films. As creative director, I set the look and visual style across the whole suite and led the Nice Shoes team through design, the CG product build and animation.

Feature highlight films

Sample of print campaign