A moody teen gets creative in US launch ad for AR glasses brand NReal
The emotive holiday spot was created by Shanghai agency F5
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.
Credits
- Date
- Dec 16, 2022
- Client :
- NReal
- Agency :
- F5
- CCO :
- Adams Fan
- Senior Planner :
- Irene Chen
- Account Executive :
- Louis Yang
- Senior Art Director :
- Hua Yue
- Director :
- Sune Sorensen
- DOP :
- 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 :
- Yellowóz
- SFX :
- 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 :
- Televisor
- 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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