Aaah, the things that companies do only to get noticed! While some tout how fast their smartphones are at doing certain things
and others mail parcels around the world
, HTC has taken off to higher heights... literally.
To celebrate the launch of its One series of Android smartphones, HTC has staged "the world's first free fall fashion shoot". Filmed in the skies over Arizona, it featured model and champion skydiver Roberta Mancino and Nick Jojola - an amateur photographer and HTC fan who was asked to capture the event using an HTC One smartphone.
It took 35 free-fall leaps and a total crew of 9 skydivers including lighting experts, mid-air make-up artists, and smoke machine carrying divers. LA Times stylist Hayley Atkin was the one responsible for outfitting Roberta, and for that task he chose a design by Martin Izquierdo, who has worked on numerous Hollywood costumes including the latest Spiderman outfit. What Roberta was dressed in was a "futuristic mirrored bodysuit" made out of 75 pieces of plexi glass and a jacket with feathers that were hand sewn in order to withstand the 126mph free-fall.
Besides trying to grab the audience's attention, the goal of this marketing stunt is to show off the photo and video taking capabilities of the HTC One smartphones regardless of the conditions. And sure enough, with the help of the HTC ImageChip
, smartphones from the One series need only 0.7 seconds to boot and 0.2 seconds to lock the focus in place. Also, the back-illuminated sensor and f/2.0 aperture should make a difference when lighting conditions are not optimal.
What do you think of this HTC marketing campaign? Would it make people want to grab a HTC One handset or would it be a dud? Tell us what you think in the comments below.
+- Press Release
HTC STAGES THE WORLD’S FIRST FREE FALL FASHION SHOOT CAPTURED ON A MOBILE HANDSET
- Campaign features model and champion skydiver Roberta Mancino, LA Times Stylist Hayley Atkins and Hollywood Costume Designer Martin Izquierdo -
To launch its new HTC One™ series, HTC, a leading global designer of smartphones, has put a consumer at the heart of its’ latest TV commercial by challenging one to capture the world’s first free fall fashion shoot on a mobile phone. The campaign, which kicks off in the UK on 5th April, is designed to push the boundaries of performance for the mobile handset and its camera capabilities by demonstrating that it is possible to capture great shots whatever the environment.
HTC Fan Snap Up Main Role in Shoot
To really bring the shoot to life, HTC challenged Nick Jojola, an amateur photographer, who had never skydived before to capture high production fashion imagery on the HTC One handsets whilst freefalling at 126mph. This not only delivered an unforgettable personal experience but it also created an amazing real-world product demonstration.
Filmed on location in Arizona, by skydiving cinematographer Norman Kent, the shoot features world champion skydiver and model, Roberta Mancino. Shot at dusk and dawn this complex and demanding advertising creative is designed to bring to life the simultaneous video and photo capture functionality and instant capture capabilities of the new HTC One™ handsets. Both the HTC One™ X and HTC One™ S challenge traditional digital compact cameras by delivering a range of features including high quality images even in low light conditions, instant image capture, auto focus, burst mode and backlight HDR technology and the ability to take stills from already shot HD video footage that operate effectively in both normal and adverse conditions.
This adrenalin-filled shoot, which took place over 35 jumps, featured a team of nine skydivers including our amateur photographer, who had never done any commercial photography before, let alone a free fall sky dive! The dive team also included key members of a high fashion photography crew such as lighting experts, mid-air make-up artists and divers carrying smoke machines to create that all important ‘hero shot’ 12,000ft above the ground.
This sophisticated creative was styled by LA Times Stylist Hayley Atkin, who dressed Roberta in a Martin Izquierdo creation (renowned for a number of Hollywood costumes including the latest Spiderman outfit). In this instance, Izquierdo created a futuristic mirrored bodysuit, featuring 75 individual pieces of plexi glass, and a beautiful jacket with hundreds of oil slick coq feathers individually hand sewn to withstand extreme wind conditions. The outfit was completed with a pair of Giuseppe Zanotti heelless shoes. Hair and make-up stylist, Adam Breuchaud, was responsible for creating a look which could survive a 12,000ft fall at 126mph, which he achieved with a swept back ponytail, with dramatically dark eyes and nude lips.
The creative was developed by global ad agency Mother, and directed by Sara Dunlop of Rattling Stick Productions.