• by Larissa Faw , February 16, 2018

As part of a ten-year partnership with the Olympics, Alibaba Group's Tmall, China’s biggest B2C online retail platform, is releasing a motivational Winter Olympic Games campaign with agency FF Shanghai (FredFaridGroup). 

The agency says the effort is designed to set "winter on fire." The film, directed by Salomon Ligthelm, aims to change people’s perspective toward the winter season with contrasting images of the winter landscape with fire. 

The film, which will be seen globally contains high-intensity techno music but no written or spoken words.

Have a look here.