As part of Xiaomi brand building campaign implementation, a task was to create a video that would highlight a whole range of brand’s focus products seamlessly – from electric scooters to robot vacuum cleaners (with emphasis on the new Xiaomi 11T flagship smartphone), as well as to form the image of the brand as a lovemark among consumers. A non-linear storyline with 7 different portrayals of love is revealed through different Xiaomi products – a physician, remotely dimming the lights in the room where his mom fell asleep; a granddaughter printing a photo on a portable printer for her grandfather to include in a family photo album; or a young man, riding an electric scooter to meet his girlfriend – love through spaces, distances, and electric signals. The task to combine this many products in one creative video piece transformed into the idea that the products from the Xiaomi ‘multiverse’ are able to transmit love between people at all levels. To ‘voice’ this metaphor the choice fell on Mumiy Troll “It’s all about love” song. In sound design the heartbeat rhythm has been chosen as the best way to convey emotions, so the rhythm of the video narrative builds around it like a tuning fork. In addition to the perfect concept match between the song’s lyrics and the corresponding video sequences, the singer emphasizes the last syllable “-mi” in each line, and Mi is the official shortened Xiaomi brand name. High editing pace combined with the high number of actions per track timing make the viewer want to rewind and re-watch the video, while match cuts and «gluing on the movement» transitions add modern look to the visual style of narration, telling the story of a modern technological brand with contemporary visual language.