Xiaomi · Eat with your eyes

Challenge

Xiaomi Spain wanted to launch the Xiaomi 17 Ultra camera without a single spec slide. The idea, “Comer con los ojos” (eat with your eyes): bring photography and fine dining together at Noor, Paco Morales’ three-Michelin-star restaurant in Córdoba.

The campaign had two stages. First, a photo and video shoot to tell the idea. Then, an event to live it: press and creators with the phone in hand, out on the streets of Córdoba and then at the table. We handled both.

What we did

The shoot. A 1’07” 4K film with two voices: photographer Javier Salas, explaining how he translates a dish’s construction, textures and colours into an image, and Paco Morales, explaining how his cooking comes from Córdoba, its history, aromas and streets, and why he finds it innovative that diners can see and feel a dish before sitting at his table. Video and photography on the same day.

The event. We followed the photowalk through Córdoba led by photographer Javier Corso, who coached guests on getting the most out of the phone as they went. We focused on what sells the product without saying so: how the phone is handled, what gets framed, people looking at the screen. In the evening, at Noor, we covered Paco Morales’ team in the kitchen and the dining room, and the dishes born from three photographs: a baker, a door —the Puerta del Perdón— and a landscape chosen for its colours. Dinner, after-dinner and a flamenco tablao.

The event produced a 47” 4K recap and the photo coverage, selected and graded with a custom look for the brand. We went through the images one by one with Xiaomi to separate what could be published from what couldn’t: press guests, backgrounds, image rights.

Result

A tech brand talking about its camera without showing a spec sheet, with a three-star chef making the case, and a campaign told end to end by the same team: the film that presents the idea and the event that puts it into practice, plus an image library ready to use and already filtered for what can be published.

Credits

• Client: Xiaomi Spain · Xiaomi 17 Ultra
• Production company: On White (Seville)
• Location: Córdoba · Noor restaurant (Paco Morales)
• With: Paco Morales (chef) · Javier Salas (photographer, shoot) · Javier Corso (photographer, photowalk)
• Activations: photo and video shoot · event with photowalk, dinner and tablao
• Services: 4K video, photography, grading and image curation for communications
• Year: 2026