Project Background

Dprox was invited to create a 3D OOH advertising video for the Redmi K50 Champion Edition (created in collaboration with Mercedes-AMG Petronas F1 team) to pay tribute to the champion spirit with fast and endless sportsmanship. This is Redmi's annual flagship product, with hardcore, wild, and high-end performance configurations. The video was played on a giant screen above the Xiaomi store at Shenzhen Happy Coast (Shenzhen Bay Advanced Business District).

Challenges

How to express the product's appearance texture and high-end performance features in an 18-second video? How to convey the characteristics of the AMG collaboration while making the visuals more impactful and infectious?
 
 
 

Insights and Strategy

  1. Product Name: Redmi K50 Champion Edition
  2. Product Core Highlights: Created in collaboration with Mercedes-AMG Petronas F1 team, annual flagship product, high-end performance configuration.
  3. Establish Differentiation Strategy: Use 3D CGI to create an immersive spatial environment, with fabric flying in the starry sky and mountains. The phone gradually emerges from the fabric, and the contrast between the texture of the fabric and the phone showcases the product's texture while also creating a high-end atmosphere. To highlight the 3D OOH advertising , we set a virtual border in the frame and intentionally arranged for the product to fly out of the virtual border in some intense sports shots to enhance the 3D immersion and visual impact. We arranged the phone and the AMG race car to race towards the audience in the track to express the high-end performance configuration, fast and wild.

Creative Result

After the phone was officially released, this 3D OOH advertising was played on a giant screen above the Xiaomi store at Shenzhen Happy Coast (Shenzhen Bay Advanced Business District), and people passing by during the night peak hours turned their attention to the screen. Xiaomi also used this 3D OOH advertising to launch activities on Weibo, Douyin, and other platforms to further amplify the product's market launch.
 
 
 
 
 
 

behind-the-scenes

Due to the non-disclosure agreement, please contact the commercial manager for more cases.