Xiaomi ‘A Dynamic Device for a Diverse People’
IDIDTHAT Craft Awards March 2025 – View Showcase
ABOUT THE PROJECT
We live in a diverse country with millions of people, 11 official language and endless pronunciations of the simplest words. We took a Chinese brand and asked ourselves how to derive uniquely South African quirks into the work and came up with a beloved TVC execution that explores how different people would simply say the name ‘Xiaomi’. It’s insightful and relatable and makes a meal out of the art of simplicity. And no matter who you are, how you speak or where you’re from (South Africa, specifically) this is a dynamic device for a wonderfully diverse people.
CREDITS
Brand: Xiaomi
Film Production Company: JumpShip
Agency CEO (Lucky Hustle): Darren Morris
Writer & Director: Shilo Maloney
Exec. Producer: Omphile Moduka
Line Producer: Nambita Ntsaluba
Editor: Anna-Lisa Morris
Visual Effects: Jason Ridley
Director of Photography: Vincent Boonzaaier
Art Director & Wardrobe Stylist: Sandile Mhlongo
Post Production Company: The Refinery
Colourist: Liam Traynor
Music & Sound: (not an IDIDTHAT member)
Audio Engineer: Kyle Hodgson
*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.
