La ciudad de noche
Xiaomi 17
Photography: Greta Rico, Agency: Zummatra, Director: Carlos Gallo
The campaign was centered around one truth: power means mastering the light, even in the darkest conditions. Featuring a Leica optical lens and a massive 1-inch LOFIC sensor, this campaign positioned the 17 Ultra as the ultimate tool for night photography and visual storytelling.
Role
Creative project Lead
Segment
Premium
Timeline
2025
Reach
30M
Developed entirely in Mexico City, the campaign redefined the boundaries of night photography. Exploring nuances, colors, and contrasts of the city, using the energy of nighttime street football as the narrative core to showcase the device’s visual capabilities.
The Campaign: Executed across a two-video series, the strategy transformed the complexity of the night into a cinematic canvas. The creative direction focused on capturing the raw essence of street football, contrasting the fast-paced movements of the players with the textures and vibrant lights of the urban environment.
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