ONEPLUS - T-MOBILE

Allow us to introduce ourselves

OnePlus builds premium Android smartphones for people who refuse to settle. To debut its new flagship, the OnePlus 7 Pro, in the United States, the company partnered exclusively with T-Mobile. Ruckus was brought in to explain the value of the new device to the people who would sell it, and to a wider audience, through a series of overview films with a lifestyle-focused twist, handling concepting, storyboarding, scripting, casting, production management, and post-production with motion graphics.

Five weeks to make the sales floor fluent

T-Mobile's retail representatives needed to understand the OnePlus 7 Pro well enough to hand it to a customer with confidence, on day one. The phone paired groundbreaking technology with a generous price, and that story had to land fast in a competitive market full of louder, more familiar names. The clock was set, too: concept, script, cast, shoot, and finish, all inside a five-week window built around a major product launch that could not move.

Education, made fun

Ruckus reframed retail training as content worth watching. Don't demo a spec sheet, show the phone doing what people actually do. The overview films highlight the OnePlus 7 Pro's capabilities through a lifestyle-focused lens, not a feature checklist, scripted and cast to feel like real life on the phone rather than a walkthrough. The same films that taught the sales floor could carry the launch to a wider audience, so every minute of production worked twice.

Four days and nights on location

The Ruckus studio team conceptualized, drafted, and executed the full campaign, filming over four consecutive days and nights across Philadelphia and the Allentown area, with backdrops that ran from West Park to Torre Restaurant at the Promenade Shops. A sizable production for a major launch, integrated and delivered ahead of deadline.

A flagship, ready for the floor

Five lifestyle-led films shipped in five weeks, deployed on T-Mobile's retail floor, where field representatives used them to train and to show customers what the device could really do, and designed from the start for a second life in mass marketing, so the launch content kept working long after the training session ended.

The films landed with the people they were made for. Reps said the videos showed things people actually do on their phones, kept them engaged, and would help them win customers every time, introducing a device that would go on to be named a 2019 Smartphone of the Year.