HTC, has launched the first work which forms part of its new integrated marketing strategy ‘As Recommended By’, which sees the power placed firmly in the hands of real users.
At the centre of this strategy, created by Mother, is the decision that from now HTC will only ever advertise real people using HTC handsets in real-world product demonstrations.
The first work as part of this new strategic direction is ‘Free Fall Fashion Shoot’ created to launch the HTC One™ series. The work sees two amateur photographers, Nick Jojola and Tony Mac, were challenged to capture the world’s first free fall fashion shoot on a mobile phone.
The campaign launches in the UK on 4th of April was filmed on location in Arizona and director Sara Dunlop from Rattling Stick Productions put together a team of people including skydiving cinematographer Norman Kent, world champion skydiver and model, Roberta Mancino, LA Times fashion stylist Hayley Atkin and Hollywood Costume Designer Martin Izquierdo.
Take a look at th ead and the making of film in the gallery to the left.