A moody teen gets creative in US launch ad for AR glasses brand NReal

The emotive holiday spot was created by Shanghai agency F5

Published On
Dec 16, 2022

Editor's Pick

Augmented Reality glasses brand NReal is promoting its launch into the US market with a holiday commercial that brings some emotive storytelling to what's also a product ad.

The spot for the Chinese tech brand, which was created by F5 Shanghai, features a family visiting their elderly grandma in a care home. From the start the moody teenager seems more obsessed with fiddling with his pair of AR glasses and his phone rather than listening to his parents explain that his grandma is deteriorating. The old lady seems confused and losing her memory -- but when the grandson storms out, it's not because he's bored or upset. Instead, he has a creative solution to helping her remember the family.

The ad was directed by Sune Sorensen of Hey Baby Films. “Usually, embedding products in a story becomes painful or clumsy at best," Sorensen commented.  "In this case, I actually loved the way it manages to elicit question marks along the journey,
which - I hope - will keeps people engaged to the end."

The company's AR $379 glasses launched in the U.S. in September as it competes with the likes of Meta and Apple in the AR space.


Dec 16, 2022
Client :
Agency :
Adams Fan
Senior Planner :
Irene Chen
Account Executive :
Louis Yang
Senior Art Director :
Hua Yue
Director :
Sune Sorensen
Rasmus Heise
Cinematography :
Gregg Dallesandro
Cinematography :
Robin Sheldon
Talent Agency :
BN Casting
Talent :
Orla O'Rourke
Talent :
Alan McKenne
Talent :
Norma Attallah
Talent :
Mila Lieu
Talent :
Raiko Gohara
Production :
Sorensen Films
Executive Producer :
Sune Sorensen
1st AD :
Ben Gill
Casting :
Belinda Norcliffe
Co-Production :
Papaya Films
Executive Producer :
Tomasz Kulesza
Line Producer :
Karol Piénkowski
Production Designer :
Monika Sajko
Set Manager :
Kosma Walicki
Props Master :
Piotrek Giebartowski
Stagehand :
Monika Gajzler
Costume Designer :
Pola Gomólka
Makeup :
Ewelina Mróz
Production Coordinator :
Tomek Sulima
Production Assistant :
Martyna Lewandowicz
Focus Puller :
Krzysztof Wiśniewski
Grip :
Karol Piénkowski
Gaffer :
Karol Piénkowski
Editorial :
Cut + Run
Editor :
Steve Gandolfi
Assistant Editor :
Moss Eletreby
Managing Partner :
Michelle Eskin
Executive Producer :
Amburr Farls
Head of Production :
Brady Fiero
Producer :
Brian Scharwath
Post Production :
Post Producer :
Michal Berezowski
Colorist :
Piotr Sasim
Sound Design :
Sine Audio
Lead Engineer :
Phil Bolland
Managing Lead :
Julian Marshall
Music :
Sorensen Films
Head of Production :
Lynn Wong
Composer :
Jerry Siao

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