BACKGROUND
TO PROMOTE THE XIAOMI 12 SERIES SMARTPHONE IN SOUTH EAST ASIA, XIAOMI COLLABORATED WITH NATIONAL GEOGRAPHIC TO CREATE A SPECIAL PHOTO SERIES

MANY SEA COUNTRIES HAVE THEIR OWN UNIQUE SHADOW PUPPET THEATRE TRADITIONS THAT ARE ALWAYS PERFORMED AFTER DARK. THIS WAS CHOSEN AS THE SUBJECT MATTER TO SHOWCASE THE EXCEPTIONAL LOW LIGHT PHOTOGRAPHY FEATURES OF THE PHONE CAMERA

A PROFESSIONAL NAT GEO PHOTOGRAPHER WAS APPOINTED FOR EACH COUNTRY TO DOCUMENT ITS SHADOW PUPPET THEATRE USING THE XIAOMI 12 SERIES SMARTPHONE

FOR MALAYSIA, PHOTOJOURNALIST ANNICE LYN WAS APPOINTED TO CAPTURE THE DRAMATIC AND BEAUTIFUL WAYANG KULIT TRADITION. SHE CO-FOUNDED WOMEN PHOTOGRAPHERS MALAYSIA AND HER WORK HAS BEEN PUBLISHED BY GLOBAL PUBLICATIONS LIKE TIME, NATIONAL GEOGRAPHIC AND THE NEW YORK TIMES

CHALLENGE
THE PHOTOGRAPHERS WOULD SHOWCASE AND SHARE HOW THEY ACHIEVED THEIR STUNNING PHOTOS IN A XIAOMI PHOTOGRAPHY ACADEMY SEMINAR EVENT IN THEIR RESPECTIVE COUNTRIES

OUR TASK WAS TO DESIGN, CREATE AND MANAGE THE SEMINAR THAT WOULD BE ATTENDED BY TECH MEDIA AND REVIEWERS, PHOTOGRAPHERS AND CONTENT CREATORS. AND MALAYSIA WAS SELECTED AS THE MARKET TO KICK OFF FIRST

STRATEGY
THE SUCCESS OF THE MALAYSIAN “WORKSHOP + CONTEST” SEMINAR IMPRESSED AND PROMPTED XIAOMI HQ TO MAKE IT THE CASE STUDY AND TEMPLATE FOR THE REST OF THE SEA MARKETS ROLLING OUT THEIR RESPECTIVE XIAOMI PHOTOGRAPHY ACADEMY EVENTS THAT YEAR

TESTIMONIAL
“I THOUGHT IT WAS GOING TO BE JUST ANOTHER TYPICAL GATHERING TO TALK ABOUT THE PHONE. BUT I DID NOT EXPECT SOMETHING THIS NICE AND GRAND TO HAPPEN!… IT REALLY PUT THE PRESENTER IN A GOOD SPOTLIGHT. AND WE COULD FOCUS ON HER CONTENT VERY CLEARLY.”

JOSHUA ZEN
TECH BLOGGER
ZEN THE GEEK

“IT WAS VERY CREATIVE… WHEN I FIRST ENTERED, I COULD REALLY EXPERIENCE THE OLD MALAY CULTURE OF WAYANG KULIT.”

MIZA
TECH REVIEWER
TECHNAVE