Vivo S20 Series Launch 2024

Advertising, Art Direction, Directing

VIVO S20 Series Launch

Project Background

The vivo S20 series launch event made a spectacular debut, breaking through the highly competitive smartphone launch season on November 27, 2024. Unlike traditional smartphone launch events, this one aimed to step out of the usual format and deliver a cinematic experience that resonated with young audiences.

With over 40 million views across TikTok, WeChat Video Channels, and Bilibili, the event became the top performer in its category. On Weibo, it dominated discussions with 10 trending topics, surpassing expectations in engagement and quality.

The challenge was to create an immersive, engaging launch event that went beyond traditional presentations and connected deeply with young consumers.

Creative

To differentiate the event, the creative team focused on storytelling—shaping a compelling narrative that transformed the product launch into a cinematic experience. Instead of a conventional presenter-led format, the concept revolved around a train journey, where each carriage represented a unique story that seamlessly integrated the product’s highlights.

Script Development

Nearly a month was spent refining the script and storyboard, ensuring engaging dialogue, humor, and witty remarks.

Immersive Experience

Star-studded appearances and diverse scenarios made the event “more fun than a traditional launch event.”

Innovative Approach

The event was crafted as a visually striking and narratively driven production rather than a typical product unveiling.

Production

The production team faced a massive challenge to complete an intensive shoot in just 12 days.

Parallel Execution

Four studios were simultaneously set up for set design and recording.

Authentic Set Design

The train interiors were constructed from aluminum alloy for realism, with every module of the sleeper carriage designed to be movable—even for a five-second shot.

Virtual Production

Cutting-edge Unreal Engine (UE) technology enhanced realism, seamlessly integrating lighting, props, and digital environments.

Action Sequences

With a film-grade stunt team, a thrilling 10-minute fight scene was executed in just one day, effectively showcasing the product’s features through dynamic action.

Extensive Art Direction

The use of extras, costumes, makeup, and props brought the “Beautiful Train Story” to life, adding depth and authenticity to the visuals.

Every shot was meticulously monitored, with a hundred crew members working tirelessly to ensure perfection.

Post-Production

Post-production was a race against time, running continuously from the first day of shooting until the event launch.

Editing Marathon

Three editors worked around the clock to fine-tune every detail, ensuring a seamless cinematic experience.

Color Grading

The team collaborated closely with the director and cinematographer to achieve the perfect tones, color contrasts, and subtle visual enhancements.

CGI & Visual Effects

A CG train speeding across the Gobi Desert was meticulously designed and refined, perfectly merging CGI and live-action footage.

Keyword Animations

Innovative motion graphics were crafted to match the event’s humorous tone while subtly highlighting the product’s key features.

The results? A flood of positive reactions on launch day, with comments like “This is a win,” “The puns are hilarious,” and “This feels like a launch event led by post-00s!”

This event was not just a launch—it was a testament to innovation, creativity, and storytelling, marking a new era for smartphone events. The 100-day journey behind the scenes was filled with dedication, making it a remarkable milestone for vivo and its creative partners.