MCI · 5G
A 5G campaign direction for MCI uses a snail and a tortoise to make speed visually unexpected.
Mobile Communications of Iran (Hamrah Aval), a mobile network operator in Iran.
Communicate the idea of speed through an unexpected visual contrast that can carry across a family of campaign images.
Visual concept, key visual design, art direction and compositing.
Campaign key visuals and executions for outdoor and digital placements.
A speed message became more memorable when its subject suggested the opposite. The presentation demonstrates the campaign direction and compositing language; it does not attach measured campaign performance to those images.
Campaign concept and design by Ali Komeili. Portfolio imagery newly recreated from the original project as presentation studies.
What the work needed to connect
Communicate the idea of speed through an unexpected visual contrast that can carry across a family of campaign images.
Slow creatures, an unexpected message
A snail and a tortoise introduce a deliberate contradiction to a campaign about speed. Their familiar associations make the idea easy to recognise. The visual direction builds the 5G message around that contrast.
Keeping the contradiction readable
The two creatures are shown against motion cues and carefully directed light. Comparing the executions isolates the repeated idea—an animal associated with slowness—while the compositing changes around it.
Creating motion inside a still image
Lighting, subject detail and directional cues suggest acceleration around each creature. The compositions keep the animal readable as the surroundings imply movement. This approach connects the campaign executions without requiring identical scenes or framing.
Ad network
What I take from this direction
A speed message became more memorable when its subject suggested the opposite. The presentation demonstrates the campaign direction and compositing language; it does not attach measured campaign performance to those images.