All work
Tech · 2025
City of rain, a photo walk
A night photo walk that showed off a phone camera in the conditions every ad avoids, and made rain look good.
- 2.7Mviews
- 64Kphotos shared with the tag
- 4.6%click-through
The brief
Vela wanted to prove its new phone’s night mode to people who already own a good camera.
The idea
I walked a city in the rain, after dark, and shot only on the phone: reflections in puddles, neon through windows, strangers under umbrellas. Then I asked followers to try it on their next rainy night and share with the tag.
What happened
More than 64,000 people shared their own rainy night photos. The YouTube video kept a 4.6% click-through to the product page, well above the brand’s average.
