Creative & Communication

TMALL sets Winter On Fire for the Olympics with FF Shanghai

As part of a ten-year partnership with the Olympics, Tmall (Alibaba Group), China’s biggest B2C online retail platform, has launched a motivational Winter Olympic Games campaign with FF Shanghai, setting winter on fire. The film, directed by Salomon Ligthelm, aims to change people’s perspective toward the winter season while leveraging on the spirit of the Olympic Games. No matter how harsh winter can be, it makes us feel alive than ever. ‘In the midst of winter, I found there was, within me, an invincible summer’, ​ Albert Camus.


Agency: FF Shanghai
Client: Tmall, Alibaba Group
Title of ad: Set Winter On Fire
Brand Supervisors: Tmall Brand Team
Chief Creative Officers: Fred & Farid
Agency Supervisors: Feng Huang, Nichole Niu
Executive Creative Director: Feng Huang
Associate Creative Director: Adrien Goris
Copywriters: Adrien Goris, Luna Zhang
Art Directors: Adrien Goris, Uty Chen
Brand Strategist: Julien Du Tertre, Gabrielle Guan
Agency Producers: Jessie Huang, Tilda He
Production Company: Stink Shanghai
Producers: Desmond Loh, Louis Kwan
Director: Salomon Ligthelm
DOP: Christophe Collette
Music: Audio Force Berlin
Music Producer: Thomas Suess
Post-Production: Volt
Post Producer: Charles Renard
Place of shooting: Harbin