Xiaomi is the third-largest smartphone manufacturer on the planet — behind only Apple and Samsung. Shipping over 168 million devices in 2024 across more than 100 countries, they are a global titan. For many in the West, the name is still unfamiliar. For the rest of the world, they are everywhere.

Jake didn't come to Xiaomi through a pitch or an open brief. They sought him out specifically — a $137 billion company, one of the most powerful technology brands in the world, choosing a filmmaker by reputation alone. That's how this partnership began.

Jake has directed brand films for Xiaomi across six countries — with Hong Kong, Italy, Spain, France and Germany all part of a single major campaign, alongside many further productions across Spain and additional work in the UK. A multi-year, multi-territory creative partnership.

One of the world's largest technology companies

THE CLIENT

Headhunted directly by Xiaomi's global team

THE COMMISSION

Hong Kong, Italy, Spain, France & Germany

THE FILMS

A strong creative partnership built over several years

THE RELATIONSHIP

Working across this many markets and cultures demands more than technical skill — it demands trust. That trust, earned through consistent and exceptional work, is what defines Jake's relationship with Xiaomi. They keep coming back. The work keeps getting made.