AliExpress x Euros 2024 Social Live Streaming & Live Shopping Event

The project: social live streaming event

Pulse Advertising approached us to support them on a campaign with their client AliExpress, the official partner of the Euros 2024. The project entailed producing two social live streaming events in Dusseldorf and Manchester with football talents, Rio Ferdinand and Raphael Verane.

For the events, AliExpress hosted two live streams consisting of a talk show segment with Rio and Raphael, followed by live shopping sessions with vendors on AliExpress. These were broadcast to the AliExpress app and multiple AliExpress Instagram accounts in 9:16.

We supported Pulse’s campaign with full event production for both events, including venue sourcing and set design, social live streaming, and live video production.

Event production

Venue sourcing

Using a list of requirements we received from our client, which included having a photo studio and green room within the venue, we sourced several options to present to the client. Once two had been selected, our Design team got to work mapping out the floor plan, designing the sets and creating 3D renders to show the art direction for the sets and the lighting and camera set-up for the live video broadcasts.

Set design and art direction

For the interview set at both venues, we created original artwork to decorate the walls, sourced props, including football shirts and memorabilia, and added plants, soft furnishings and intentional ambient lighting to create a relaxed lounge atmosphere that gave interest to each camera angle.

Event production, social live streaming and live video production

The main Euros 2024 talk show lasted one hour and was broadcast to the AliExpress app and restreamed to several of their Instagram channels. This was followed by a three-hour live shopping segment where products from vendors on the AliExpress app were discounted heavily as part of the Euros 2024 promotional campaign.

We were given a script for both locations, which we interpreted into a run of show. Using this, our Design team designed animated digital assets to create a narrative and clearly distinguish the sections of the show. The Manchester event was in French so we hired a French showcaller and director, who also helped with translations. We laid out a comprehensive schedule with strict timelines to ensure the day ran on track from set up to hair and make-up and the broadcasts through to the photoshoots and de-rig.

The primary broadcast channel for the event was the AliExpress mobile app, which has a 9:16 native format. With such a tight frame and the need to shoot the talent, the host and the set, we used a four camera set up, mapping each camera to showcase as much as possible, despite the restrictive nature of shooting in 9:16. With one camera on the talent, another on the host, a two-shot of both talent and host and a wide-angle view, we maximised the flexibility we had for cutting to different angles in the show. Having four cameras also helped us successfully navigate the tight, 10-minute turnaround we had to reposition the cameras between the talk show segment and the live shopping segment.

We designed a separate lighting solution for each space within the venues as we didn’t have enough time to change the lighting around between the segments. For the talk show area, we used an Aputure 1200d with a large dome to light the whole scene, as well as some Astera tubes to add a backlight and a red accent on the back wall. For the smaller, two-person set up in front of a branded backdrop for the live shopping segment, we used an Aputure 600d and two Aputure 300d’s.

Two hours ahead of the live stream, AliExpress requested English subtitles for the Manchester broadcast. To resolve this within the timeframe, we installed live translator software. We also had several last-minute digital asset requests, which were reactive to the live shopping segment results. These assets were created immediately by our Design Lead on-site, translated, and integrated into the broadcast.

Our team on each site included:

• Art Director
• Project Manager
• Live Stream Engineer
• AV Technician
• Camera Operator x 3
• Director, Showcaller & Translator
• Assistant