Qicycle Product Launch Film


Qicycle, a brand that is part of the Xiaomi’s Mi Jia ecosystem of interconnected devices, selected Relay to create a film to launch R1 bicycle, a road bicycle aimed at the high end of the international high-speed biking demographic.

Company website: 

What Relay Did

Power, speed, style and energy — this film captures Qicycle and speaks to an international audience. For this project, Qicycle turned to Relay because of our reputation for creating amazing content for Chinese companies seeking to market their products and services internationally. We shot this film in southern California, and were able to get amazing live action photography to show the product in a variety of beautiful outdoor locations.

Results / ROI

The film was released in Germany during Eurobike 2016, a key trade fair for the cycling industry. The company was able to use this film at international industry events like CES, on their own website, and at a number of offline global retail locations.