Proving camera quality,
not just claiming it
OnePlus co-developed its cameras with Hasselblad. My job in Europe was to make people believe it: world-first stunts that proved what the camera could do, and photographers people already trust to show it.
OnePlus partnered with Hasselblad to co-develop the camera on the OnePlus 9 Series, and kept building on it through the 10 Pro, 11 and 12. But people were sceptical of the OnePlus camera, and a heritage camera name on a phone is a big claim. People needed a reason to believe it.
A camera claim is easy to scroll past. To change minds, the proof needed to be an “out of this world” shot: a picture nobody had taken before. And people trust photographers far more than they trust a spec sheet.
Show, don't tell. Every launch needed a proof point people could see with their own eyes, backed by photographers they trusted, with local ideas so each market felt it was made for them.
World firsts, shot on OnePlus. Stunts only a camera this good could pull off, plus long-term partnerships with photographers who put the phone to work in the real world.
Shot from the edge of space
To launch the OnePlus 10 Pro, we sent it 38,000 metres into the stratosphere to photograph the horizon from the edge of space. The community named the module and shaped the creative direction.
Pictures nobody had taken before
Photographers people already trust
We partnered with Royal photographer Matt Porteous, who shot the people of Knoydart remotely from London with the help of a drone and the OnePlus 11.
We put our community at the heart of the campaign and got ambassadors to test out the camera. One took the OnePlus 12 to Phang Nga Bay in Thailand and put it through its paces, from boats and volcanoes to fountains.
The proof is in the pictures
In every market we worked with local professional photographers, shooting the places people there know and love on OnePlus. Familiar scenes, captured by people they trust, made the camera's quality impossible to argue with.
