Xiaomi 14 Ultra Launch

Creative idea

We flew in a famous fashion Italian photographer, Massimiliano Toscanelli, into Serbia to photohraph our fans with our new phone showing how impressive the photos can be. One catch: Massimiliano Toscanelli doesn’t exist. We made him up. So when his photos ended up on bliboards, we proved that even an untrained amateur can create amazing photographs using Xiaomi 14 Ultra. Along the way, we also told a really fun story to a lot of our fans!

Brand name: Xiaomi
Advertiser / client: Xiaomi
Product / service: Xiaomi 14 phone
Campaign name: Xiaomi 14 - Massimiliano Toscanelli
Agency network: INDEPENDENT AGENCY
Agency: ŽIŠKA, Belgrade
Media agency: MediaCom
Digital agency: Žiška
Additional company: Xiaomi
Production company: ŽIŠKA
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Agency chief executive officer: Miloš Skokić
Chief creative officer: Đorđe Jovanović
Art director: Aleksandar Mijailović
Copywriter: Dušan Nikolić
Designer: Saška Lazović
Client account director: Ana Kocić
Senior planner: Bojana Markovinović
Pr director: Dragana Milačak
Photographer: Žiška
Film production: Žiška
Director: Jelica Skalušević
Director of photography: Džejlan Ibrahimović
Screenwriter: Miloš Skokić
Agency producer: Jelica Skalušević
Post production: Žiška
Post production producer: Žiška
Digital production: Žiška
Digital strategist: Goran Jankuloski
Digital creative: Žiška