90 Minutes of Air Conditioning

Midea was entering the U.S. market with a bold new product — a super quiet, super efficient air conditioner. But instead of leading with tech specs, they wanted to go full anti-ad: an intentionally boring, deadpan-long film that made the viewer feel the experience of just… sitting in a perfectly climate-controlled room.

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The creative was all about restraint. No flashy graphics, no over-the-top performances — just 90 uninterrupted minutes of nothing happening, with crisp air quietly circulating in the background. Our challenge was to make that concept watchable, technically seamless, and funny in its total commitment to the bit.

Create a 90-minute branded film that plays like a parody of lifestyle content, while subtly highlighting Midea’s value prop: quiet comfort you don’t notice — because it’s working exactly as it should.

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The piece needed to serve as a product demo, ambient content, conversation-starter, and PR magnet all in one. It also had to be technically perfect: clean lighting, controlled sound, and a pace that held the joke just long enough to stay clever without becoming unwatchable.

We produced and finished a single-take, longform branded video that’s equal parts conceptual art piece and product demo. Shot in a real apartment with tightly composed static frames and minimal direction, the video features a couple quietly existing — reading, napping, watering plants — while the Midea unit hums along in total silence.

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Released on YouTube and supported by PR, the campaign generated buzz for its anti-ad approach and became a favorite among ad creatives and quiet room enthusiasts alike. Our production and post teams ensured every detail — from light continuity to room tone — was obsessively controlled, making the subtle feel of air conditioning the unlikely hero.

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