Stephen Curry X Vivo Xplay6. - "Focus" - (2017) (China)

For the launch of the new vivo Xplay 6 smartphone, Vivo will air a new TV and print campaign for Mainland China and the Philippines. The campaign created by FRED & FARID Shanghai features Vivo’s new brand ambassador, the globally renowned NBA superstar Stephen Curry, American professional basketball player for the Golden State Warriors. The campaign, developed in collaboration between photographer Terry Richardson and director Jeffrey Darling, highlights the “blur” and “focus” functions of the Xplay6.

The new Vivo smartphone launched in 2016 is one of the best performing camera phones in the world, allowing users to focus any part of the picture and also blur the background. Like a real camera. It's demonstrated several times in the commercial. The music choice for this ad is really quite nice, and ties it all together.

Vivo a new major player in the world’s smartphone industry, is a Chinese multinational technology company that designs, develops, and manufactures smartphones founded in 2009 in Dongguan, Guangdong, China. Vivo has become a mainstay of the Chinese smartphone landscape since it first launched, and according to the latest data from the International Data Corporation (IDC) Vivo has entered the world's top 5 smartphones manufacturers.

Agency: FRED & FARID Shanghai

Client: Vivo

Title of ad: Stephen Curry X Vivo

Brand Supervisors: Chaozheng Han, Yujia Wang

Chief Creative Officers: Fred & Farid

Agency Supervisor: Nichole Niu

Executive Creative Director: Feng Huang

Copywriter: Chris Wang, Daniel Galganski

Art Director: Radouane Guissi, Chinyau Chong
Brand Strategist: Steven Ma
Agency Producer: Karim Naceur
Production Company: S Film
Producer: Jing Sheng
Director: Jeffrey Darling

Photographer: Terry Richardson
Music: Green United Music
Music Producer: Thomas Faucheur
Post-Production: S Film
Post Producer: Jing Sheng
Place of shooting: San Francisco, US