New work from director Somei Sun and his team of CG artists is always a treat and this spot for Chinese consumer electronics brand iQOO – a hardcore action ballet about the evil of lagging frame rates – is the latest proof.

Somei Sun: “‘Monster Inside’ is iQOO’s core slogan with the monster representing an unstoppable, primal force that fears no obstacle. Starting with the selling point of the dedicated graphics chip, we frame in-game lag as a barrier created by an antagonist boss to freeze time.
 

“Starting with the selling point of the dedicated graphics chip, we frame in-game lag as a barrier created by an antagonist boss to freeze time.”

 
“By burning his inner core Demon Mask (display chip), he hopes to resist the stillness of time. Each step he takes is met with greater restraint and resistance until he fully unleashes his Demon Mask state, releasing his inner Monster soul (mecha form), breaking through the constraints and revolutionizing the frame rate of the entire world.

“At the end of the film, we created an Easter egg for a fighting game with AI assistance, bringing the concept of Monster Inside back to its gaming application.”
 
 

 
Client: iQOO

Production: SOMEIDESIGN
Director: Somei
Co-Director: Dadou, Peter
Producer: Zubin, Ada
Concept Design: Zaoeyo, Ruying
CG Production: Dadou, CHIUDESIGN, Lei Alucard
Asset: Honey Badger
Animation: Zebra Animation
2D animation: Peter
Pixel animation: Ruying, Jiebao
Editor: Zilong
Color: Agua