Work / Tmall × Bilibili
Nezha and Erlang Shen lose their powers and have to make rent in an old Chongqing neighbourhood: carrying sofas, cutting hair, fixing phones, running a night-market stall. Tmall's 618 sale is the thing they keep almost missing.
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Tmall wanted its 618 sale inside a story people would choose to watch, on Bilibili, where ads are skipped.
Co-producer with Bilibili; writing, direction and production.
Live action with a comedy cast; the brand appears as plot, not placement.
Six episodes and a 30-second spot.
