“There is always room to grow”
Brand launch TVCs for Alibaba.com’s EU brand launch campaign.
Film & Motion Graphics
#Art Direction
#Graphic Design
#Creative review
Click the image above play, Auto CC available
Your business isn’t going anywhere?
Alibaba.com’s first EU brand launch
Alibaba.com is a world leading B2B sourcing platform. After last year’s successful brand launch in the US market, we decided to expand our brand horizon to beyond. We chose Germany as our second stop for the EU brand launch. To start, it is crucial for new viewers to understand the brand and type of business.
The big idea start with a big head -
The big head in a tiny space represents the dilemma of someone trying to grow their business. We tried to come up with accurate business personas that matched our target users - a dropshipper, a factory owner, a creator - people who want to grow their business by sourcing better.
We wanted viewers to capture our selling points right away, that’s why we designed a simple plot twist - you are stuck, you can’t move on, you find Alibaba.com, and you achieve your business goal.
We can help you grow!
I had the pleasure to work as the in-house Art Director for the campaign, and took major responsibility for the TVCs.
I reviewed and gave feedback on creative pitches, working with the agency to align on the brand tone of voice, the logic of the stories, and the design of the characters to make them appear more on brand.
I gave art direction and visual design solutions based on the film quality, the brand look and feel.
I made sure the film quality was up to standard by directing, reviewing, and giving constructive feedback throughout the production process.
I prevented delays and quality risks by communicating between the agency, production house and the Marketing department, making sure everything was on brief, and subsequently understood and executed by the agency.
I designed the KV, titles, and reviewed related assets.
It was great working with so many talented teams around the world.
