Pawtraits(IP Creation)

The Story

OnePlus had a portrait camera to launch and a community in India that doesn't really respond to celebrity polish. The insight was that the most photographed member of an Indian household isn't the human — it's the pet, and nobody had built a real campaign around that. So we built Pawtraits from scratch, a category-first IP that ran across PR, digital, content and a one-day Mumbai event, where 140 pets and their owners got the full Hasselblad portrait treatment from subjects who could not be reasoned with. The phone got a portfolio. The owners got prints. The category got a new format it didn't have the day before.