Gaming · Celebrity Campaign last war × daniel wu

Last War: Survival needed a celebrity campaign to drive user acquisition among Chinese-speaking audiences worldwide. The brief called for Daniel Wu, one of Hong Kong's most recognized actors, to headline a series of ad spots entirely in Mandarin. We handled everything from pre-production through delivery.

the challenge: mandarin in los angeles.

The campaign had to be produced entirely in Mandarin for a global Chinese-speaking audience, which meant every logistical decision ran through a language layer that most LA productions don't have to deal with. We brought in director Matt Enlow, who has the commercial chops to move fast without losing quality, and paired him with an on-set translator to manage performance and dialogue through every setup.

Casting was built specifically for the project. Every supporting role required Mandarin-speaking actors who could hold their own on camera alongside a name like Daniel Wu. We sourced and cast the full ensemble, building a roster that could match the energy the spots required across twelve different setups.

the production: 20 spots in a day.

We shot twenty finished ad spots in a single production day in Los Angeles. That pace is only achievable when pre-production is airtight: location, cast, wardrobe, shot list, and performance direction all locked before the crew call. We planned the day as a sequential workflow rather than a traditional shoot, moving through setups with the efficiency of a commercial shoot while maintaining the performance quality the spots needed.

In addition to the video spots, we produced in-game photography during the same day, giving the client a full library of campaign assets from a single production. The campaign reached over 60 million people across global Chinese-speaking markets.

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