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TCL 115‑inch Giant Screen Goes to the Middle East, Launching the Magic Story of the Big‑Screen Genie!

This spring, good things are ""happening"" – Fancy＆Fichey won the annual project for TCL MEA (Middle East & Africa) smart TV & air conditioner series viral videos after a multi‑agency pitch.

Home Appliances Going Global to the Middle East & Africa

How to Quickly Eliminate the Sense of Unfamiliarity with Regional Audiences?

According to the project brief, this year TCL is expanding its TV lineup in the Middle East and Africa, with the重磅 launch of the 115"" X955 Max Premium QD‑MiniLED TV. The brand wanted to focus on the ""bigness"" of the 115‑inch giant screen, and produce 3 viral videos around consumer scenarios such as big‑screen movie watching, sports viewing, and gaming, suitable for the Middle East and Africa markets, to further enhance TCL's influence and awareness of its 115‑inch giant TV in the region.

As an external brand in the Middle East and Africa, how can TCL quickly eliminate the sense of unfamiliarity with regional audiences, reduce their understanding cost, and rapidly enter their minds?

Fancy＆Fichey identified that by adopting a ""cultural parasitism"" strategy, we can graft onto a local cultural archetype – the ""Genie of the Lamp"" from the Arabian folk tale collection ""One Thousand and One Nights"".

We combined the super cultural IP of ""Aladdin and the Magic Lamp"" and the iconic ""Genie"" image, adapting a new story: ""New One Thousand and One Nights: Big‑Screen Genie"". We created three viral videos – ""Movie Watching"", ""Sports Watching"", and ""Gaming"" – while also composing a catchy, brain‑washing BGM with lyrics ""BIG~BIG~BIG~BIG~BIG"", accompanying the Genie's magic to turn a ""small"" TV into a ""big"" one – transforming it into a TCL 115‑inch flagship TV, with unimaginable ""big"" improvements in size, picture quality, and sound.

""Movie Watching""

Struggling to see details?

Big screen for more details

Thunder and lightning outside, a dark crime scene – a detective searches for clues, but discovers a loose button... The male protagonist watches a suspense thriller on a small screen, but the details are blurry and he misses crucial clues. The ""Big‑Screen Genie"" casts a spell to rescue him, turning the TV into a TCL 115‑inch flagship. The picture quality improves exponentially, and the clue instantly becomes visible – the detective extracts the fingerprint smoothly. This episode highlights the superior picture quality of the TCL 115‑inch giant flagship TV – if it's ""big"" enough, no detail will be missed.

""Sports Watching""

Missing out on big games?

Big screen for wonderful moments

The male protagonist is about to immerse himself in the game, but is blocked by his child playing with a ball and then splashed by his wife's coffee, causing him to miss the most exciting moment. The ""Big‑Screen Genie"" casts a spell, turning the TV into a TCL 115‑inch flagship – massive screen, no obstructions, boundless view. The plot cleverly reverses, time rewinds, and all the accidents vanish, allowing the family to enjoy the game together. This episode highlights the stunning size of the TCL 115‑inch giant flagship TV – if it's ""big"" enough, no great moment will be missed.

""Gaming""

Fed up with poor sound?

Big screen for big games

The male protagonist is focused on a music game, but the poor sound quality of the small screen ruins the experience – ""worse"" pops up repeatedly. The ""Big‑Screen Genie"" casts a spell, turning the TV into a TCL 115‑inch flagship. The stunning sound quality makes it feel like a live personal concert – every beat is precise, and the protagonist easily wins. This episode highlights the ""big"" sound quality of the TCL 115‑inch giant flagship TV – if it's ""big"" enough, victory won't be missed.

""Big‑Screen Genie"" Series Creative Posters

  

Suspenseful teaser posters – what changes will the Genie's magic bring?

Behind‑the‑Scenes

The ""Big‑Screen Genie"" is perfecting the most stylish pose for casting spells;

 

The detective is ""immersively"" searching for key clues;

 

The dedicated director and camera team;

Feel the scale of the TCL 115‑inch giant screen: the world's largest QD‑Mini LED TV – 2.56 meters long, 1.47 meters high, requiring 5 people to carry it together!

With 2 days of shooting, 3 location changes, 5 foreign actors, and full client support on set, the team wrapped efficiently and on time! Everyone's professionalism really stepped up! Check out the behind‑the‑scenes videos below.

Finally, the group photo – thank you to the TCL client and all team members for your hard work!

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