What they took out

Juggling fire scene from Oneplus' "The Notch" film by droga5

PR from the release of the campaign for the Oneplus 7 notchless display by droga5

What they put in

Blinking scene from Oneplus' "Blink" film featuring the 3 lens camera, by droga5

Phone scene from Oneplus' "Blink" film featuring the 3 lens camera, by droga5

To tease the release of the Oneplus 7 we leaked an instruction manual to the press. Usually filled with hardware specifications and details of new features, ours was instead filled with the things we left out - like unnecessary waterproof-ratings, unsolicited U2 albums, or flashy bloatware. It took aim at the competition and armed influencers and digital pubs with logical reasons for the choices.

Cover pages of "Master of one" - a Oneplus 7 instruction manual leaked to the press by droga5 filled with the things we left out, rather than what we put in..

Inside spread of "Master of one" - a Oneplus 7 instruction manual leaked to the press by droga5 taking aim at the competition by showing we are focussed on making phones, and nothing else.

Inside spread of "Master of one" - a Oneplus 7 instruction manual leaked to the press by droga5 taking aim at the competition by showing we only put the best parts in.

Inside page of "Master of one" - a Oneplus 7 instruction manual leaked to the press by droga5 - proving the phone is waterproof, without the unnecessarily expensive waterproof rating.

Instruction manual style animations by droga5 showing the pragmatic decisions that went into making the Oneplus 7

Inside spread of "Master of one" - a Oneplus 7 instruction manual leaked to the press by droga5 showing our focus on making a better phone for less.