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