The Poco F7 stands out in its segment as the most powerful device with the largest battery. Instead of leaning on Akshay Kumar’s power-packed image, we chose a more unconventional route. Duct tape became the central creative device — a bold metaphor for shutting down every exaggerated claim in the smartphone market. Through this disruptive approach, we positioned the F7 as a brand that not only delivers on performance but also confidently calls out the industry’s noise
The Poco F7 stands out in its segment as the most powerful device with the largest battery. Instead of leaning on Akshay Kumar’s power-packed image, we chose a more unconventional route. Duct tape became the central creative device — a bold metaphor for shutting down every exaggerated claim in the smartphone market. Through this disruptive approach, we positioned the F7 as a brand that not only delivers on performance but also confidently calls out the industry’s noise
The brief for this campaign was to highlight the phone’s screen and its exceptional brightness.
To connect with a younger audience, we explored Gen Z language and arrived at the campaign line “LIT AF,” which perfectly captured the youthful and energetic vibe we aimed for
the film. All visual assets for the campaign were created using AI tools, helping us maintain
a high-quality yet budget-friendly production and also linking it to the phone being the first model with AI features.
Moodboard
To highlight the phone’s fast, smooth, and AI-led experience, we used an image-stretching treatment and matching typography to make the character stand out. HUD elements in the sunglasses add a techy edge, showing them immersed in the phone’s seamless experience amid daily hustle.
Final Assets
