The TV ad shows photography student Nick Jojola using the One X to capture images and video of a fashion shoot. However, it is a shoot with a difference, as it is being carried out whilst freefalling at 126mph from an aircraft.
The photographer is tasked with capturing images whilst filming the shoot at the same time by using the One series dual camera button technology. Then he must upload the images to the internet before reaching on the ground.
The positioning of the ad clearly shows that HTC is projecting the One series as a credible replacement for the traditional digital compact camera. Both the One X and One S feature 8 megapixel cameras with f2.0 apertures and early reports are suggesting seriously high levels of performance.
The One series freefall fashion shoot campaign is set to be rolled out in its entirety over the coming days.
Check out the teaser ad below: