China through the lens. - 30,000-Second Gallery by Xiaomi x Leica
Welcome to the incredible story of how Xiaomi and Leica Camera AG united in 2022 to revolutionize optics and technology, and launched a photography competition to encourage smartphone users to explore the art of image capturing. With over 270,000 photos submitted, the winning entries were displayed in a visually striking event, with the aim of garnering media attention for the brand's mission.
Every moment of life is precious, and through photography, the emotions of the moment can be captured and remembered forever. To offer these moments an equal place of staging, the event was held at the iconic Great Wall of China. The diary entries of each individual person were combined into a "portrait" of time, creating an epic about ordinary people and momentary aesthetics, and representing the memory of China in 2022.
The solution was to display 100 giant light frame photos along a 1km stretch of the Great Wall, with a 5-sided LED cube as the centerpiece, illuminating a curated collection of 30,000 photos counting down the final #30000seconds of the year. The installation's success in combining art and technology, with drone shots and AR fireworks enhancing the midnight show, captivated and inspired audiences in an unprecedented level. The event was also live-streamed for online audiences, with 49 million live views and 2.1 billion impressions.
Join us as we delve into this captivating story of how the combination of art and technology can inspire and captivate audiences on an unprecedented level. Watch the video and immerse yourself in the spectacular and captivating nature of this inspiring event!
Credits:
Lead Agency: VAVE Studio
Involved Agencies: InsPUMP, OGK, PRphoto
Client: Xiaomi
Visual Designer: InsPUMP
Construction: VAVE Studio, InsPUMP
Location: Great Wall of China, Dec 31st, 2022
Photo & Video: PRphoto
Size: 1km track long