Chinese technology company, Rubyoung, wanted to expose global audiences to their new lifestyle-oriented bluetooth speaker that champions artistic expression.


XCIV, with Cape Town as its backdrop, was perfectly suited to capture the speaker, weaving a narrative that exemplifies artistic expression and individuality while also conveying the special creative lifestyle balance the brand hoped for.

Rubyoung wanted an ad that spoke to all customers but focussed on young professionals and people who are concerned with home aesthetics.


XCIV implemented a piece that was artful and beautiful. Something we had fun with was integrating a unique use of top down perspectives to holistically show the audience the speakers’ place in the room in a brand-forward way. We also loved using match cuts to transition from space to space which allowed us to have distinctly different scenes with a continuous cinematic language and mood.

The stars, or should we say clouds, aligned for the perfect ending; with Cape Town as our backdrop, we were able to pop the drone in and out of the clouds to imply the dreamy, immersive experience that is owning a Rubyoung Bluetooth Speaker. Something that was important for our client was to show the interchangeable custom speaker faces which we integrated throughout the narrative.

The XCIV team combined many strengths throughout this shoot both creatively and technically to bring the vision of the Rubyoung Bluetooth Speaker to life. This shows through the kickstarter campaign which garnered more support than initially hoped for, or even anticipated.



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