Background

Qixi Festival, often known as Chinese Valentine’s Day, is traditionally a celebration of reunion, inspired by the myth of two lovers separated by the Milky Way who can only meet once a year. However, in today’s digital world, distance is no longer measured by galaxies, it can happen through a disconnected phone.

For China Mobile’s iconic 10086 customer service platform, we identified a new emotional territory: the anxiety of losing connection with someone important. Instead of focusing on conventional romantic storytelling, the campaign transformed the brand’s functional promise of “always connected” into a universal human story about longing, persistence, and reunion.

Idea

The campaign idea, “For Her, Across 10,086 Universes,” reimagines Qixi’s ancient love story through a modern lens.

The story begins when a young man encounters a girl on a subway. Before they can connect, the train departs and his phone service is interrupted, causing him to lose contact. Driven by the desire to find her again, he travels across countless parallel universes, including ancient China, Wild West landscapes, prehistoric worlds, and futuristic alien environments, searching for another chance to reconnect.

The creative metaphor extends the idea of “10,086” beyond a customer hotline number into a symbolic universe of endless possibilities. No matter how many worlds or dimensions separate people, connection remains the force that brings them back together. The campaign shifts romance from a simple love story into a broader reflection on humanity’s universal need to stay connected.

Execution

The film was produced entirely through AI generation, making AI not only a production technology but also a creative storytelling device. The team used generative AI to build multiple visual worlds, allowing each universe to have its own distinct style while supporting the central narrative of traveling across 10,086 dimensions.