Fudi Water Elevator-screen TVC | Courage in Every Match, Fudi by Your Side

RAY STUDIO produced the 16-second Fudi Water commercial “Courage in Every Match, Fudi by Your Side” for elevator-screen advertising.

Unlike longer videos, elevator advertising is seen briefly, in fragments, and along people’s everyday routes. Viewers may encounter the screen only while waiting for, entering or leaving the lift. The commercial therefore needs to explain the product, establish recognition and remain effective through repeated playback within a very short time.

Built around “Courage in Every Match, Fudi by Your Side,” the film combines Fudi Water’s product imagery with its Guangdong Football League and Guangdong Basketball League sponsorship context. Sporting energy and rhythm communicate companionship and refreshment. The slogan “Drink Fudi, Welcome Good Fortune” sits at the centre of the image, quickly connecting the product with a memorable brand message.

The creative approach had three priorities: bring the product into the centre of the frame early; use clear visual pacing to connect Fudi Water with the idea of good fortune; and suit repeated elevator-screen playback, remaining understandable without sound or sustained attention.

To support frequent exposure, rapid recognition and repeated recall, the film avoids complex storytelling. It presents the product, sporting atmosphere, brand slogan and purchase information together, using clear pacing and a direct information hierarchy so viewers can recognise the brand and product quickly.

Producing an elevator-screen TVC involves more than shortening an existing film. It requires reconsidering the viewing situation: the screen stays in a fixed place, playback is frequent and attention is brief. Composition, captions, product visibility and branding must therefore be especially clear. Every second needs to help the message be seen and remembered.

The project reflects RAY STUDIO’s experience in brand films, product commercials and content for offline advertising screens. Starting with the communication setting, we turn product information into visual material suited to the channel, helping brands reach people along their everyday journeys.