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 high-end road bicycle, aimed at the top end of the high-speed biking demographic for an international market.

Company website: 

What Relay Did

Power, speed, style and energy — this film perfectly captures Qicycle and speaks to an international audience. For this project Qicycle turned to Relay – because we’re known for creating amazing content for Chinese companies seeking to market their products and services internationally. We shot this film in southern California in the United States – and were able to get amazing live action photography to show the product in the real world – in a variety of beautiful locations outdoors.

Results / ROI

The film was released in Germany during Eurobike 2016, a key trade fair for the cycling industry. It will also be used in Qicycle’s crowdfunding campaign on Kickstarter in 2017. The company was able to use this film online and at a number of offline retail locations.