Is Nreal Air’s Christmas commercial by F5 Shanghai a retelling of the great Apple holiday ad, Misunderstood? Perhaps. Christmas stories are told and retold and director, Sune Sorensen, has given this new rendition of the story of a teenage boy with new tech and a good heart all the emotive power that made the original famous.

Sorensen commented, “Working with Adams Fan (chief creative officer F5 Shanghai), the agency and the client was such a joy. The creative collaboration was phenomenal because of the freedom of the project. The willingness to take chances, to shape the script, and to not be stifled by old formats or safe bets, was at the forefront from the beginning. This level of trust and engagement is rare today – and worth maintaining.”

 “As pandemic fears and isolation have ebbed this year, more people are finally ready to get out of their homes and go see loved ones in person. We wanted to remind everyone that memories, especially shared ones, can be the best gift to give your loved ones,” Fan stated.

This campaign marks a larger effort from the agency and Nreal Air as part of its US product launch. The product, which is featured in the story in a very novel way, became a big focal point during production. “Usually, embedding products in a story becomes painful or clumsy at best. In this case, I actually loved the way it manages to elicit question marks along the journey, which – I hope – will keeps people engaged to the end,” Sorensen added.

Credits

Client: Nreal (Nreal Air)

Agency: F5 Shanghai
Chief creative Officer: Adams Fan
Senior Art Director: Hua Yue
Senior Planner: Irene Chen 
Account Executive: Louis Yang Senior 

Director: Sune Sorensen
DOP: Rasmus Heise
Talent: BN Casting, London

Production Company: Sorensen Films
Executive Producer: Sune Sorensen 
1st AD: Ben Gill
Casting: Belinda Norcliffe

Co-Production: Papaya Films 
Executive Producer: Tomasz Kulesza 
Line Producer: Karol Piénkowski 
Production Designer: Monika Sajko 
Set Manager: Kosma Walicki

Editing: Cut + Run
Editor: Steve Gandolfi
Assistant Editor: Moss Eletreby 
Managing Partner: Michelle Eskin 
Executive Producer: Amburr Farls 
Head of Production: Brady Fiero 
Producer: Brian Scharwath

Post-Peoduction: Televisor 
Post Producer: Michal Berezowski 
Colourist: Piotr Sasim

Sound Design: Sine Audio
Lead Engineer & Fouder: Phil Bolland 
Managing Lead: Julian Marshall

Music: Sorensen Films
Head of Production: Lynn Wong 
Composer: Jerry Siao