Vivo S20 Series Launch

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.

vivo S20 Online Launch Brand: vivo Agency: Lang Xun E. Producer：David Ran Project Management: Fang Xiao Xue Production Producer: Mancy Liu Asst. Production Producer: Coco Shooting Team Director: Chen Ma Jun Script: Chen Ma Jun, A Qing A Team Director: Chen Ma Jun B Team Director: Lan Xiao Wei Dop: Liu Pai Asst. Director: Da Lei, Hai Xiao Shooting Producer: Liang Zi, Da Ming, A Yuan Asst. Shooting Producer: Kay Pops Art Director: Miva UE Lead: B-art UE Production: Zhong Hai UE Engineer : HCG Post - Production Team Art Director: Da Xiang, Two People Studio Project Lead: Madnas, MinMin Compositors: MinMin, Jian Yang, GML, Rey, Zhong Hao, Zhong Hai, Zi Qing, Firdaus, Danish, Natalie, Ming, Madnas, Rafif 3D Animation – Ming, Dhameer, GML, Dan Dan, Firdaus, Danish, Rafif Editor：Lumi, Dan, Yuan Yuan Compositors & 3D Animation Team: Two People Studio Music Composer: Alex Klinger Color Grading: Wan Xiang Jing Online: InFang BTS Photographer – Yang Zhao