Haier Live Action CGI

Project Objectives

• Produce a high-impact TVC for Haier blending live action with advanced CGI.

• Create a futuristic robot character to showcase Haier’s innovation and cutting-edge appliances.

• Deliver a cinematic story that connects technology with everyday life.

Project Scope

Pre-production

• Developed storyboard and concept featuring a robot squad searching for outdated appliances.

• Designed and modeled the hero robot with a futuristic HUD interface.

• Planned integration of live-action sequences with CGI for seamless visuals.

Production

• Filmed live-action scenes of the home environment and crowd reactions.

• Directed performances to match CGI interactions, including the robot’s entrance and laser transformation.

Post-production

• Created and animated the robot character with detailed HUD screens and flying sequences.

• Simulated laser effects to transform the old fridge into a sleek new Haier black refrigerator.

• Composited live-action and CGI elements to achieve a cinematic finish.

Results
The Haier TVC delivered a futuristic, cinematic experience, positioning the brand as a leader in innovation. The robot transformation scene became the highlight, showcasing the brand’s ability to replace outdated appliances with modern technology in a visually stunning way.

Lessons Learned

• Careful pre-visualization is essential for seamless live-action and CGI integration.

• Strong VFX design elevates product storytelling beyond traditional appliance advertising.

• Futuristic narratives resonate with audiences when tied to real product innovation.