RL | XGImi

A glimpse into making any space more exciting... in a click.

Film ✦ Product ✦ Campaign ✦ Motion

Client: XGimi

Agency: Studio Hansa

Role: Creative Lead

▉ Brief

Produce an advert for the disruptive Chinese projector brand XGIMI, launching it's new product the "MoGo 2 Pro" showing the many ways it can transform daily life.

▉ Creative Process

From the campaign line "Turn Everywhere into Anywhere", we realised this projector is simply about immersion and diversity; creating space-changing experiences, limited only by your imagination.

Collaborating with the project's director, we developed the storyboard in tandem with location scouting and prop sourcing. In doing so we could co-art direct the story and visual treatment, evolving them together naturally.

Heroing the product, CGI was needed to accurately composite in the projections. This meant when curating each shot, the creative vision relied on my close partnership with the 3D artists in pre-production, on set and in post up to delivery of the film.

▉ Result

Covering proof points in different lifestyle scenarios, the film found real opportunity in it's ability to be cut multiple ways along side the hero edit for targeted advertising.

Turning "anywhere into everywhere", the film celebrated immersion and diversity with a grounded charm.

Storyboarded as a two-day shoot, we sourced a single location which could adapt to each scenario with quick, curated set dressing.

Exploring the sense of wonder you get as your projection and space play in harmony, we looked at how CGI could capture imaginations with the MoGo 2 Pro's limitless potential.

Throughout six art directed scenes which blended CGI, motion graphics and live action, the product was always treated as a humble lifestyle hero.