The compulsion to look at one's phone throughout the day serves as the premise for Twitter's new ad campaign -- a trio of subtly twisted short films that convey a relatable message to viewers.
Staring into one's screen in public has become a new norm, but the new campaign from David Madrid ponders what that obsession would look should the phone be removed from one's hand. The end result is a creepy series of events, in which a character is fixated on an object, while those around them try to figure out their motivation. For example, the first film, The Roommate, follows two friends playing a board game. The lack of dialogue amplifies the intensity, as one of the roommates continues to stand up and walk to the window. In another ad, a man sits in his office chair, obsessively opening and closing his drawer to peer at the contents inside.
The ads close with the reminder that Twitter's engagement is unlike any other, promoting brands to advertise on the platform.
Image credit: David Madrid, Twitter