Traditionally, TVCs (television and digital commercials) in the gaming industry have followed a relatively formulaic approach—often relying on either full CGI or basic live-action clips stitched together with in-game footage. These ads are typically light on narrative, weak in emotional depth, and ultimately serve as product showcases rather than storytelling experiences. Players are positioned as passive viewers, not emotional participants.
As a director committed to reshaping video language in the game industry, I view the game TVC not merely as an advertisement, but as a medium of emotional extension—a bridge that connects gameplay to feeling, virtual to real, and brand to player identity.
A New Philosophy: Fusion of Real and Virtual, Resonance Through Experience
To address the shortcomings of traditional game commercials, I developed a new methodology for game TVC production:
“Virtual-Real Fusion, Emotional Resonance”
This approach blends cinematic immersion with interactive visual design, incorporating two key techniques:
1. Game Camera Language in Real-world Filming
Rather than showcasing gameplay, I use the **visual language of the game itself—its camera motion, pacing, and scene structure—**within real-life shooting. This allows viewers to feel as if they’re inside the game, even when watching live-action footage.
2.
Explicit Virtualization
I deliberately place game-world objects, characters, environments, and aesthetics into the real-world setting. This creates an intense collision between reality and fantasy, generating emotional and visual resonance as players recognize beloved in-game elements within unexpected, tangible contexts.
Case Study: “A Journey at Your Fingertips” — Genshin Impact 4.0 Global TVC
These innovations were fully realized in Adventure at Your Fingertips, the global TVC for Genshin Impact 4.0. Framed around the act of downloading the game, the short film subtly integrates an interactive "progress bar" motif throughout the narrative. As the protagonist moves between real-world and in-game-inspired environments, viewers are invited to participate in a hidden-number discovery challenge, elevating viewer engagement and watch-through rates.
This "progress bar" was not just a gimmick—it referenced a long-standing community joke about slow download speeds for Genshin updates. By turning a common player frustration into a humorous, self-aware narrative device, the film transformed a pain point into a bonding moment between the brand and its audience. It was self-deprecating, sincere, and smart—all the elements of effective community storytelling.
Recognition and Impact
Since its release, Adventure at Your Fingertips has achieved:
- Over 4.32 million views across Bilibili and YouTube,
- Two international advertising awards at the prestigious Golden Lion International Advertising Film Festival:
- Silver Award for Best Visual Effects
- Bronze Award for Brand Overseas Business Promotional Advertisement
These honors validate not only the creative execution but also the underlying methodology, which is now influencing how game brands approach high-impact storytelling. What once was a format focused on “displaying” games is now becoming a format for immersing, engaging, and humanizing them.