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Tau Films Creates the World of Possibilities for Xiaomi’s MiMax Alpha Launch Commercial – Animation and Visual Effects Blend Realism with the Extraordinary

Tau Films created the look, animation, environments, and visual effects for the launch commercial of Xiaomi’s flagship 5G concept phone, MiMixAlpha. The phone has a unique surround-screen with 180 percent screen-to-body ratio and 108-megapixel camera and Xiaomi wanted to launch a commercial that would showcase the extraordinary nature of the device. 

Tau Films artists and production staff worked on the 32 shots for the MIMixAlpha commercial and met with clients at Xiaomi to ensure a seamless blend of the live-action actor and the environments that he had to inhabit. “The goal was to create imagery and animation that reflects the seamless nature of the surround screen of the MiMaxAlpha phone,” said Rochana Jalan, Production Manager, Tau Films. “Our clients wanted us to convey the joy of a seamless experience and using our artistry and technical direction, we were able to achieve that successfully.”

The work for the MiMaxAlpha commercial involved globally-dispersed Tau artists and production staff. “The artists and production staff used industry-standard tools like Maya, Mari, Houdini, Nuke, and Shotgun.” noted Mandeep Singh, Head of Global Production, Tau Films. “But the shared elements and assets were managed by TACO, our in-house, distributed asset-management system.”

The catchphrase of the MiMaxAlpha was “challenge the impossible to make the future possible.” According to Pranesh Chavan, Lighting Supervisor, Tau Films,  “Although the environments were ostensibly extraordinary, we had to reflect the theme of the commercial by making it photoreal and physically accessible through rendering of the animation and the imagery.”

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About Tau Films, LLC
Tau Films is an international creative content and visual effects group formed by a diverse team of exceptional artists, technologists, and visionaries. We are known for creative solutions in an ever-changing landscape of story, media and content, and we service high-end feature film, theme parks, commercial, television, special venue, and museum clients in the global marketplace. Our Tau Films – Commercial division is based in Mumbai.


Pavleen Kaur
Media Relations
Tau Films, LLC

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