HTC
U11 with Alexa
Production
The HTC U11 was the first phone to put Alexa in your pocket — a landmark worth letting breathe. So we let the product do the talking. Cinemagraphs, shot straight overhead, with the phone centered in everyday scenes: bleachers, traffic, a campfire, poolside.
Approach & Methodology
Every scene was built to disappear except for one thing. The phone.
Top-down framing does that naturally — it flattens the world into a composition, strips out the horizon, and turns ordinary life into a still frame with a pulse. Steam curling off a cup, water rippling at the pool's edge, soft flames from a campfire Each setting chosen to feel lived-in, then arranged just enough that nothing competed with the U11. Art direction that looks like it isn't there. The overhead angle rewards that kind of precision. Every prop, every hand, every texture either earns its place or it's gone.
Cinemagraphs demand stillness and motion in the same breath — most of the frame frozen, one element alive. That tension is what makes them work. We shot for that split, knowing the images would land in inboxes and on product pages where a viewer has about a second to decide if they care. They cared. The campaign ran nationwide, including on Amazon.com, and at some point one of our own videos showed up in our inbox as a marketing email. Hard to argue with that.
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