El lente de Oaxaca
Xiaomi 13T
Photography: Rodrigo Chapa, Rodrigo Chapa, Rodrigo Chapa, Rodrigo Chapa,
Xiaomi 13T MasterClass campaign positioned the smartphone as a professional storytelling tool by partnering with renowned photographer, the initiative captured the authentic essence of local cultures, this time Oaxaca. It successfully demonstrated the phone’s capability to deliver intimate documentary photography and video, seamlessly bridging the gap between advanced technology and human connection.
Role
Creative director
Segment
Premium
Timeline
2022
Impact
Over 15 Millions.
The campaign turned a strategic brief into an authentic narrative by challenging photographer Enrique Leyva to switch from a bulky camera for the Xiaomi 13T. This shift allowed him to rediscover his roots and build genuine trust with his subjects, resulting in intimate documentary photography.
Across Mexico high-impact OOH placements were implemented including billboards and widespread bus shelter ads, to dominate urban landscapes.
This strategic positioning ensured massive visibility. The resulting visual saturation reached millions of consumers during the different stages of the campaign.
