Beware The Notch

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The latest campaign from Across the Pond for Xiaomi asks the question, "what’s a notch?"

For some, it’s the little black bar at the top of a mobile phone that houses the selfie camera. For others, it’s the thing that ruins their viewing experience.

Across the Pond sparks this debate to raise the profile of the Chinese phone manufacturer. Despite being the world’s fourth largest of its kind, Xiaomi isn't yet a household name in the western market.

However, their latest handset the Mi9T boasts a huge full-screen display and a pop-up selfie camera - providing the notch-less viewing experience that users crave. To highlight this, Across the Pond created a series of humorous spots that shows just crucial this development is.
Production Company

1st AD: James Dyer

2nd AD: Gabriel O'Donohue

Focus Puller: Ben Worthington

Gaffer: Charlie Panay

Art Director: Zoe Koperski

Production Company: Across the Pond

Executive Producer: Deborah Znaty

Director: Jamie Lane

DOP: Ian Murray

Producer: Hannah Salvanes McLean

Stylist: Lucy Hagan

Hair & Make Up: Darren Evans

Location Manager: Ben McGregor

Post Production / VFX

Colourist: Dan Moran

Motion Graphics: Ibrahim Ahmed

Creative Agency

Executive Producer: Deborah Znaty

Managing Director: Aaron Hutchinson

Head of Production: Tom Dore

Creative Agency: Across the Pond

Producer: Sam Breen

Executive Creative Director: Jim de Zoete

Creatives: Nick Alden


Composer: Michael Blainey


Edit Company: Across the pond

Editor: Anna Zavialova

Edit Assistant: Stephen Walsh, Yan Yates

Producer: Sam Breen


Brand: Xiaomi

Genres: Comedy

Categories: Consumer Electronics, Mobile Devices

Across the Pond London, 7 months ago