MCI · 5G
A snail and a tortoise on skateboards give MCI’s 5G speed message a playful contradiction across campaign formats.
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.
The same contradiction carries the campaign through hero imagery, outdoor mockups and digital layouts. Each execution gives the animal enough space to remain the point of recognition, with lighting and framing adapting to the available surface.
Campaign concept and design by Ali Komeili. Portfolio imagery newly recreated from the original project as presentation studies.
Speed through an unexpected subject
MCI’s 5G campaign addresses people looking for a faster mobile connection. A snail and a tortoise give that promise an immediately recognisable twist. Putting slow creatures on skateboards makes the message playful, while cyan light trails and a clear campaign header connect the joke to the network.
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
A simple contrast across several formats
The same contradiction carries the campaign through hero imagery, outdoor mockups and digital layouts. Each execution gives the animal enough space to remain the point of recognition, with lighting and framing adapting to the available surface.