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. 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. In addition to the relevant track, Ilya Lagutenko, Mumiy Troll’s front man, has tight cultural ties and a personal story connected with China. Ilya lived in Vladivostok, studied in a Chinese special school, and also worked in China as a translator. Based on the warm feedback from the viewers after the launch of this video, Xiaomi has decided to use the name of the title track – “It’s all about love” – as a slogan in its future promo campaigns, as well as to broadcast the video on digital screens at points of sale.