Will meets Way
A multi-faceted campaign uniting brand film, evocative photography, and immersive exhibitions, showcasing how Alibaba.com turns ambition into action.
2023
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Overview
001)
Introducing Will meets Way.
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CREATIVE
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VIDEO DESIGN
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ART DIRECTION
& CREATIVE & VIDEO DESIGN & ART DIRECTION
Alibaba.com, the global B2B e-commerce giant, unveiled "Will Meets Way" — its boldest campaign of the year.
This initiative symbolizes where ambition (will) encounters Alibaba's vast platform (way), introducing a human-centric narrative to the business world.
My role: capture and translate this ethos into compelling visuals and emotions, making a global resonance.
The Brand Film
002)
Storytelling & Cinematic Design:
Using the authenticity of documentary-style camera shakes, the brand film delves deep into the lives of our buyers—their ambitions, goals, and journeys.
By telling their real stories, we highlight how Alibaba.com becomes an instrumental partner in turning their dreams into reality.
Integration
003)
Visual Integration & Media Utilization:
From the impactful broadcast of our video on billboard screens to effectively designed social media posts, every digital touchpoint was optimized for maximum exposure, resonance, and engagement with the audience.
Exhibition
004)
Spatial Design & Brand Consistency:
My art direction ensured that our exhibitions went beyond being mere spaces. With a meticulously crafted and consistent brand film and photography style, I anchored Alibaba.com's essence, forging a genuine connection with audiences and immersing them in the brand's journey.
Product Ads
005)
Strategic Ad Continuity:
Using visuals from our brand film, I crafted product ads with a familiar touch. They felt like a natural continuation of our story, shining a light on Alibaba.com's products. Designed to resonate while keeping ad costs in check, these ads were a smart blend of brand consistency and budget-friendly effectiveness.
007)
Impact & Reflection:
Through my lens as the Art Director, "Will Meets Way" was more than just a campaign—it embodied a vision.
Earning the distinction of the most played brand film in Alibaba.com's history, my focus on design and narrative amplified the brand's ethos, demonstrating that with precise direction, ambition becomes tangible.