Xiaomi wanted to stage the launch of the Redmi Note 11 series not as a classic campaign, but as a shared, accessible experience for the post-millennial target audience. The goal was to create attention, achieve rapid reach among Gen Z, and measurably increase engagement.

We delivered a multi-story virtual showroom with handcrafted 3D devices, a party rooftop terrace, MIUI-inspired UI, and an optimized display for older mobile devices. Additionally, there were avatar customization, interactive product islands, and a scalable server setup for live events.

In four phases from Discover to Prototyping to Launch, we developed handcrafted 3D models, a MIUI-inspired UI, and LOD-optimized assets. The core idea was shared exploration as a social loop; the backend utilized multiple server instances for load distribution. Key insight: low entry barriers and visual fidelity create real appeal for Gen Z.