Online retail giant Tmall wanted to urge consumers to go out of their comfort zone and "shop something new." Together with Ogilvy Shanghai, the brand created an ambitious film in the vein of an epic adventure, depicting an ancient village preparing to defend itself from the unknown. Bathed in stark black-and-white, the visually-arresting film shows the villagers' first interaction with a massive beast, and then later fighting off an invasion of thousands. After successfully fighting off the invaders, one villager has the idea to eat the creature—driving home the campaign's theme, "Taste the Unknown."