Brief: The X1 is Maxis' very own phone. Client requested a different kind of launch, defying normal launch video and gimmicks. The team came up with launch video in film trailer style featuring Scha Alyahya set in the future where mistakes can be undone, in allusion to one of the plan feature of full device replacement good as new. The campaign is followed by social posts, radio ad and on-ground launch at cinema disguised as film gala night.

Maxis NeXT X1 Phone Launch 2017

Client: Maxis
Agency: Leo Burnett Malaysia
Creative Director: Walter Teoh
Art Director: Juliana Lee
Copywriter: Jess Wong, Amin Muhammad
Brand Management: April Toh, Jean Lim
Production House: Playhouse Pictures