Before raising US$25bn to become the world’s biggest IPO, Alibaba faced a challenge: it needed to find a way to explain each of its myriad services to potential investors outside of China. We came up with a concept for six rapid-fire films that would be shown during Alibaba’s 10-day roadshow. The idea was to demonstrate the company’s potential by showing the impact it’s had on daily life in China.
For each of the six films we set a maximum of two minutes running time and a consistent, recognisable format designed to introduce the different Alibaba services from Taobao to TMall and Alipay. Viewers were walked through each service by a one of Alibaba’s management team as we cut between real-world footage of each service in action and animated infographics that explained how they worked.