This is a TV commercial set to debut at the TCL brand zone during the 2024 CES exhibition, aiming to convey TCL's unwavering pursuit of innovation, technology, art, and humanism. It also addresses the communication needs for brand philosophy transmission in the North American and European markets.

In this project, we actively construct TCL's brand assets moat, adopting a long-term perspective that aligns with nature and people oriented. We focus on community and customer needs, eliminating the mindset of "selling" and "rebranding." The goal is to transcend the marketing level, awakening the audience's perception and pursuit of beauty. TCL, through action, express its mission, vision, and values of "Beyond Business" into reality – "The Creative Life."

This work intricately weaves immersive art experiences with TCLArt's theme. Drawing inspiration from Jorge Luis Borges' "Las ruinas circulares", it emphasizes creativity is a cyclical journey, where everyone is part of inspiration.

The film explores art history immersively, letting the audience drift through the river of art, experiencing bravery, hope, and determination in classics like "Venus," "Genesis," and "Sisyphus."

Through visuals and narratives, the TVC transcends time, to show the art's eternity and influence. The combination of Borges' philosophy with art history increase profound artistic and philosophical depth, expressing reverence for art and understanding of the creative process.

TCLArt, as an artistic TV commercial introduced to the North American market, serves as a compelling narrative to articulate TCL's brand concept. Within six days of its debut on the YouTube platform, the video garnered an impressive 37 million+ views, reflecting a significant impact and resonance with the audience. The widespread reach indicates a successful engagement strategy, capturing the attention of a diverse audience.

The level of participation observed, demonstrates an active and involved viewership. The video's ability to evoke emotions and prompt discussions suggests a potential for behavioral change among the audience, fostering a deeper connection with the brand.

Moreover, the increased brand awareness resulting from the substantial viewership contributes to TCL's visibility in the North American market. The success of TCLArt aligns with the objectives of reinforcing brand values and achieving broader recognition, showcasing its effectiveness in realizing marketing goals within a short timeframe.