Celebrate the vibrancy of life
OVERVIEW
To launch their new flagship phone in the Philippines, Xiaomi didn't make an ad, instead they made a whole music video with an original song by P-POP sensation BGYO featuring TikTok celebrity Niana Guerrero and Philippine Esports team ECHO.
I was brought in as Art Director for the supers: in charge of every word that appears on screen, and directing how it moves.
CLIENT
Xiaomi Philippines
YEAR
2023
ROLE
Art Direction | Graphic Design
TEAM
Freelance Work
CREATIVE CHALLENGES
The main problem with putting type on a music video: the second it feels like an ad, you've lost them.
But the type is the ad. It's carrying the product name, the features, the reason any of this exists. One layer of the film has to do all the selling without anyone catching it in the act.
MY ROLE
I storyboarded the messaging into the choreography. Finding the beats where type could enter like it was part of the performance, not printed over it.
Then I directed the animation: when the words hit, how hard, how long they're allowed to stay. Type that dances gets watched; type that lingers gets skipped.
THE RESULTS
2.5M+ views. A product launch people watched repeatedly like a music video, which was the entire point.
