Tech & Science Education
Xiaokuai travels through family, creator, business and overseas scenes, turning a quarterly earnings report into a platform journey that is easy to follow.
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01 / Background
Kuaishou's Q1 2025 earnings video had about three minutes to cover its user ecosystem, Kling AI, monetization, e-commerce, overseas and local services. With dense numbers and many business lines, the film had to explain the results clearly while keeping the brand character approachable. So Xiaokuai guides viewers through the whole film: the same orange mascot steps into different scenes, and however the business changes, viewers can follow along.
The film opens on the campus and a big city screen, then Xiaokuai joins a family toast, interacts with content, appears in a livestream and makes deliveries, before carrying an instant camera through the streets of Brazil and finally flying back to campus. Data cards explain the current metrics, while scenes and actions show where each business happens and what it serves, connecting the numbers to everyday life on the platform.
02 / Creative Highlights
Figures such as total revenue go on the city's big screens and orange data cards, while Xiaokuai simply leads the way without filling the frame. Xiaokuai is tucked into a corner, the screen is raised, and the section runs long enough to leave room for the earnings copy; the final film uses large type, brand-color borders and steady backgrounds to keep viewers' attention on the numbers.
Raising a glass at the family dinner table, presenting products in a livestream, delivering by bike, taking photos on a street in Brazil—Xiaokuai has something specific to do at every stop. It's always the same Xiaokuai; viewers recognize each business by the dinner table, livestream gear, parcels and camera, so every scene change feels like the next stop on one journey.
The Kling logo leads into footage of its capabilities, then a scene of someone working at a computer takes us into the content on screen. Creators, AI-generated images and real-world uses take turns in the spotlight, so “what the model can do” and “how people use it” are told back to back, keeping the chapter from becoming nothing but tech terms and numbers.
Whatever the outfit or vehicle, Xiaokuai keeps its plush-toy body, mouthless face and round hands. In the ending, as the aircraft approaches and Xiaokuai waves, these traits remain; the logos on the campus and the ground identify the brand and bookend the opening scene at the company campus.
03 / Scene Breakdown
Xiaokuai sets off from the Kuaishou campus in an orange-and-white sports car, passes a big plaza screen showing revenue and profit, then surfs at the beach, joins a family's New Year's Eve dinner, dances the yangge, performs a lion dance, and finally walks down the street holding a phone. The first 44 seconds cover revenue, profit, overseas and user data.
Xiaokuai grips the steering wheel with both hands and drives the orange-and-white sports car past the campus pool, where the water reflects the buildings and the car. The drive is the thread that ties the whole film together.
The car pulls up in a corner of the plaza, leaving the middle of the frame to a big screen where total revenue and adjusted net profit appear one after another. Xiaokuai takes up only the lower-right corner; the numbers are the star.
Xiaokuai runs across the sand, leaving footprints behind, and in the next shot is already riding a surfboard through the waves. The two shots accompany overseas revenue growth and the overseas business turning profitable.
A family of five raises their glasses around a round table, with Xiaokuai in the middle toasting the camera with a glass of orange juice, set to Spring Festival content and engagement data.
Wearing a little red padded jacket, Xiaokuai waves a handkerchief and dances the yangge on stage; then we cut to an old street hung with lanterns, where it performs a lion dance in a lion head, set to record-high daily active users.
Xiaokuai walks down the street holding a phone as colorful heart balloons float out of it, surrounded by passing office workers, set to the growth in user time spent.
Xiaokuai walks up to the Kling AI logo, followed by a man making videos with Kling in an office, a big ad screen outside a mall and a city boulevard stretching ahead, until Xiaokuai finally speeds past the Bund in a speedboat. The roughly 5-second showcase of Kling-generated work in the middle was not made by us.
Large 3D KlingAI letters stand outside a launch venue; Xiaokuai steps out beside them and stops in the center of the frame, set to “Kling AI launches its 2.0 model.”
First a wide shot: a man typing in an open-plan office. Then we cut behind him, where the screen shows Kling's interface. The screen content was added in post, set to Kling's user base and revenue.
A big screen on a shopping street plays an ad while Xiaokuai stands in the crowd below, set to “Kling is now widely used in advertising and marketing.”
Traffic moves down a tree-lined boulevard as several visual styles switch one after another, set to “becoming the new infrastructure for video creation in the AI era.”
Xiaokuai steers a speedboat, white water churning behind it, with the Lujiazui skyline across the river, set to the line “Kuaishou keeps applying AI technology across its businesses.”
For online marketing revenue, the visuals are realistic aerial shots of the city: a blue arrow climbs up from a rooftop, a giant tree grows in the middle of the city, big white keys sit on the street, and finally Xiaokuai stands beside a large lightbox in a station.
As the camera slowly pulls back, a glowing arrow on a rooftop grows upward step by step, set to online marketing revenue. This is the only effect added to the realistic city, so the growth is obvious at a glance while the image stays grounded in reality.
An aerial shot of high-rises, with the canopy of a giant tree in the middle spreading over the blocks as the camera pulls back. Labels such as “AIGC content production” and “ad-delivery Agent” were added around it in post.
Looking down on a pedestrian street, several oversized white keys sit in the middle of the road as people walk by; “content consumption” and “e-commerce operations” were written on the keys in post.
A large lightbox stands in a bright station concourse, with Xiaokuai in the lower-right corner and short-drama posters on the lightbox, set to marketing data for the short-drama industry.
The e-commerce section follows the goods all the way: Xiaokuai helps a host sell in a livestream, rides a motorbike to make deliveries, a courier carries a parcel through the door, and finally everyone packs orders together at an industrial-belt service center and warehouse.
In a white livestream studio, the host raises both hands as she enthusiastically presents, while Xiaokuai on the stand beside her raises a hand to greet viewers, set to e-commerce GMV.
In a tighter shot, the host picks up a lipstick and presents it to the camera, giving the livestream section both wide and close shots.
Xiaokuai rides an orange-and-white electric motorbike with a cardboard box strapped to the back across a crosswalk, set to the growth of shelf-based and short-video e-commerce.
A courier in a blue uniform carries a box printed with Kuaishou E-commerce and walks smiling into a courtyard full of flowers, set to average monthly buyers.
Xiaokuai arrives at the entrance of the “Kuaishou E-commerce Industrial Belt Service Center” amid a steady stream of people, set to support for small and medium-sized merchants.
A few young people sit on low stools in a warehouse unpacking and packing boxes, with Xiaokuai among them and “fu” (good fortune) characters on the boxes, set to the growth of small and medium-sized merchants and creators.
The overseas section is set in Brazil: a big street screen shows carnival crowds while Xiaokuai takes photos with an instant camera. Local services brings us back to China: sipping milk tea in a mall, skiing in front of an ice castle, eating hot pot with a family and floating over a castle in a hot-air balloon.
A big screen in front of a colorful graffiti wall shows carnival crowds; then Xiaokuai walks down an old street strung with small Brazilian flags and raises an instant camera toward the lens, set to overseas revenue and growth rate.
White-bordered instant photos stack up as the cartoon figures in them lean out of the frame, set to user engagement in the Brazilian market.
Holding a polka-dot cup of milk tea, Xiaokuai strolls through a bright mall among shoppers, set to local services expanding deeper into lower-tier cities.
On skis and holding poles, Xiaokuai glides across the snow in front of an ice-sculpture castle, set to good-value local products and services.
A family laughs as they eat around a hot pot, with Xiaokuai sitting in the middle, set to the growth of local services GMV.
At dusk, Xiaokuai drifts past a castle in a hot-air balloon, with several colorful balloons floating nearby, set to revenue tripling.
Xiaokuai walks into a plaza holding a big bunch of balloons, everyone releases them together, and the camera follows the balloons up into the blue sky. Finally Xiaokuai flies back to the Kuaishou campus in a small glass-domed aircraft and waves at the camera.
Xiaokuai walks into a shopping plaza holding a big bunch of colorful balloons as the people around cheer with raised hands, set to “From China to overseas, technological innovation is reshaping every business scenario.”
The balloons suddenly scatter and rise; the camera follows them up past the rooftops and settles on blue sky and white clouds.
Sitting in a small orange-and-white glass-domed aircraft, Xiaokuai flies toward the camera along a campus road, waving one hand and then the other, bookending the campus opening.
04 / Storyboards & Final Frames
Shown in the order they appear in the film. Each shot lists the earnings content it accompanies and what's on screen, followed by the approved first frame used to generate the video. Screens in the frame were left as green screens or blank, and the data and captions were added in post by our partner team.
Shot 1.1
Opening. Xiaokuai drives the orange-and-white sports car past the campus pool, where the water reflects the buildings and the car; the whole film sets off from here.
Shot 1.2
A raised green-screen display sits in the center of the frame, leaving room for the revenue figures in post; the car and Xiaokuai occupy only the lower-right corner, with shadows on the ground.
Shot 1.3
The same plaza seen from a closer side angle, set to adjusted net profit.
Shot 2.1
Xiaokuai runs on a tropical beach, leaving footprints, set to overseas revenue growth.
Shot 2.2
Xiaokuai rides an orange-and-white surfboard through the waves, set to the overseas business turning profitable for the first time.
Shot 2.3
A family of five raises their glasses around a round table, with Xiaokuai in the middle joining the toast, set to Spring Festival content and interactive features.
Shot 2.4
Wearing a little red padded jacket, Xiaokuai waves a handkerchief and dances the yangge on stage, set to record-high daily active users.
Shot 2.5
On an old street hung with lanterns, Xiaokuai performs a lion dance in a lion head, set to average daily active users.
Shot 2.6
Xiaokuai skateboards past a big screen on the outer wall of a mall, set to average monthly active users.
Shot 2.7
The first frame of Xiaokuai holding a phone on a white background. In the final film it walks down a pedestrian street as heart balloons float out of the phone, set to time spent.
Shot 3.1
Beside the large 3D letters outside the launch venue, Xiaokuai walks to the center of the frame and stops, set to the Kling 2.0 launch.
Shot 3.2
In an open-plan office, a man types intently.
Shot 3.3
His computer seen from behind, with the screen left as a green screen for a Kling screen recording added in post, set to user base and revenue.
Shot 3.4
The big screen on the shopping street was left blank, with Xiaokuai standing in the crowd below; the ad footage was added to the screen in post.
Shot 3.5
Traffic moves down a tree-lined boulevard, set to “the new infrastructure for video creation in the AI era.”
Shot 3.6
Xiaokuai drives an orange-and-white speedboat with the Lujiazui skyline across the river, set to “applying AI technology across its businesses.”
Shot 4.1
In an aerial city shot, a glowing arrow on a rooftop grows upward step by step, set to online marketing revenue.
Shot 4.2
A giant tree grows among high-rises, with labels for AI marketing tools added around it in post.
Shot 4.3
Several oversized white keys sit on a pedestrian street, with industry names written on them in post, set to merchants' marketing efficiency.
Shot 4.4
The lightbox in the station concourse was left blank, with Xiaokuai in the lower-right corner; short-drama posters were added in post, set to short-drama industry data.
Shot 5.1
In a white livestream studio, the host and Xiaokuai on the stand raise their hands together to greet viewers, set to e-commerce GMV.
Shot 5.2
Xiaokuai on an orange-and-white motorbike with a cardboard box strapped to the back, about to cross a crosswalk, set to shelf-based and short-video e-commerce.
Shot 5.3
A courier in a blue uniform carries a box through a small garden gate, set to average monthly buyers.
Shot 5.4
Xiaokuai arrives at the entrance of the Kuaishou E-commerce Industrial Belt Service Center, set to support for small and medium-sized merchants.
Shot 6.1
The big screen at a colorful graffiti-covered street corner was left blank for carnival crowds added in post, with Xiaokuai standing to the right of the screen.
Shot 6.2
On an old street strung with small Brazilian flags, Xiaokuai walks forward holding an instant camera, set to overseas revenue.
Shot 6.3
Xiaokuai strolls through a mall with a polka-dot cup of milk tea, set to local services expanding deeper into lower-tier cities.
Shot 6.4
Holding ski poles, Xiaokuai skis in front of an ice-sculpture castle, set to good-value local products and services.
Shot 6.5
A family gathers around a hot pot with Xiaokuai in the middle, set to local services GMV.
Shot 6.6
In the dusk sky above a castle, Xiaokuai rides in a hot-air balloon, set to revenue tripling.
Shot 7.1
Xiaokuai flies toward the camera along a campus road in a small glass-domed aircraft, with the Kuaishou logo clearly visible on the ground, bookending the campus opening.
05 / Results
We delivered 43 AI video clips with their approved first frames; our partner team added data cards and captions and edited them into a 3:01, 16:9 official earnings video. It was released on Kuaishou's official account with the Q1 results at the end of May and distributed to WeChat Channels and other platforms, reaching 2M+ views and 20K+ likes across platforms.
Case Study
Last quarter, Xiaokuai toured a 3D cartoon planet.
This quarter, Kuaishou wanted it to step into the real world: a real campus, a real beach, a real New Year's Eve dinner table.
For Kuaishou's Q1 2025 earnings, we produced all the AI imagery and video footage, placing the orange 3D Xiaokuai into more than 40 realistic scenes.
The 3-minute film was released on Kuaishou's official account with the Q1 results at the end of May, reaching 2M+ views and 20K+ likes across platforms.
01
For last year's annual earnings, we made a full set of 3D cartoon visuals, with Xiaokuai traveling across a Kuaishou planet.
This time the client changed direction: Xiaokuai would remain the same 3D plush character, but the backdrop would become the real world. When the copy talks about daily active users, we show real streets and people looking at their phones; for e-commerce, a real livestream studio and warehouse. The client wanted the whole film to lean toward real user scenes and skip anything too sci-fi: a rocket was too far from reality, while a glowing arrow rising from a rooftop was just right.
The client's earliest idea was to have Xiaokuai drive, linking the different businesses along one route. So the film opens at the Kuaishou campus, with Xiaokuai setting off in an orange-and-white sports car and finally returning to campus in a small aircraft.
02
The challenge was a notch harder than last quarter: we needed a great Xiaokuai, convincingly real scenes, and in the end both had to look as if they were in the same world.
We broke every shot into three steps. First, using the Xiaokuai character model trained last quarter, we would generate Xiaokuai on its own on a white or solid background, along with its props such as the sports car, surfboard or hot-air balloon. Next, we prepared a live-action background plate, sometimes a real photo and sometimes a photorealistic AI-generated plate. Finally, we composited Xiaokuai in, matching scale, lighting and color.
In the real world, anything on the ground casts a shadow. Without one, or with one pointing the wrong way, Xiaokuai looks like a sticker pasted on. So we checked the cast shadows in every composite, and where the sports car or surfboard didn't sit right, an illustrator hand-painted the shadows and touched up the eyes and hands.
Some shots worked the other way around: for Xiaokuai holding a phone, we generated the motion video directly on a white background, which gave the most natural movement, and then had it composited into the pedestrian street in post with heart balloons floating up.
03
In an earnings film, the numbers are ultimately the star. In the first version of the plaza screen shot, the car and Xiaokuai took up the right half of the frame, squeezing the screen to the left.
The client's feedback was very specific: make Xiaokuai smaller, raise the screen and extend this shot to more than 8 seconds. We scaled down the car and moved it to the lower-right corner, raised the screen to the center of the frame and turned it into a green screen, so the partner team could add revenue and profit in post. If the numbers changed, only the data cards needed updating, with no need to regenerate the footage.
In the final film, total revenue and adjusted net profit appear one after another on the big screen while Xiaokuai leads the way from a corner.
The same approach went into many other shots: the ad screen outside the mall, the big station lightbox and the street screen in Brazil were all left blank for content to be added in post. Every clip was also made around 10 seconds long, giving the editors plenty of room to choose.
04
Once we had the script, we paired every line with a scene anyone would understand at a glance, and wherever possible had Xiaokuai take part rather than just stand on the sidelines.
For Spring Festival content and engagement, the first idea was handing out red envelopes in a living room with everyone looking down at their phones; it later became a family of five toasting around a round table, with Xiaokuai in the middle raising a glass of orange juice to the camera. For e-commerce, Xiaokuai joins a host's livestream, delivers by motorbike and packs orders with young people in a warehouse; for overseas, it walks the streets of Brazil with an instant camera; for local services, it sips milk tea, skis and has hot pot with a family.
In the second round of revisions, the client added a few more touches: a close-up of the female host in the livestream so the section had both wide and close shots; Xiaokuai holding an instant camera in the Brazil segment; and the aircraft in the ending waving hello as it flies.
A big street screen shows carnival crowds, then Xiaokuai walks down an old street strung with small Brazilian flags and raises an instant camera toward the lens.
05
Xiaokuai's standard design has a few fixed traits: a short, plush-toy body, a screen-like face, no mouth and round hands. When generating images and video, AI tends to add a mouth or turn the hands into human hands.
All the video was generated with Kling. Along the way, the team worked out a few very practical lessons: calling Xiaokuai a “mascot” rather than a “robot” in the prompt made the mouth rarely appear; the negative prompt listed “mouth, human hands, extra human hands”; directional words like “forward” were easily reversed, so we left them out when we could; and we didn't write “fast” where speed wasn't needed, since the faster the motion, the more likely it was to go wrong.
Halfway through the project, Kling 2.1 launched. We re-ran the shots that weren't yet approved on the new model, and shots like the opening sports car, which used to take many re-runs, quickly produced satisfying versions. For the final shot, at the client's request, Xiaokuai waves one hand and then the other, with the hands staying round throughout.
Xiaokuai flies toward the camera in a small glass-domed aircraft, waving each hand in turn, with the Kuaishou logo clearly visible on the ground.
06
This is the second quarter in a row we've made the earnings video for Kuaishou. The character model carried over from last quarter, the style moved from a cartoon planet to the real world, and it took about a month from locking the style to final approval.
“Live action + IP” brings the earnings closer to users' everyday lives: instead of chart after chart, viewers see the New Year's Eve dinners, livestreams, deliveries and hot pot they know, with an orange Xiaokuai sitting alongside. When the numbers appear with these scenes, they're easier to take in and easier to remember.
FAQ
In this project, Xiaokuai was generated on its own on a white background while the live-action background plates were prepared separately; the two were then composited, matching scale, lighting and color. Shadows are what most often give a real scene away, so we checked the cast shadows in every image and had an illustrator hand-paint any that didn't sit right, before using Kling to turn the composited first frames into video.
Big screens, lightboxes and ad screens in the frame were all left as green screens or blank, and figures such as revenue and DAU were added in post by our partner team. With visuals and numbers made separately, any change to the data or wording only required updating the data cards, not regenerating the footage.
The client settled on the “live action + IP” style in late April 2025. After two concentrated rounds of revisions in mid-May, the final version was approved on May 27 and released with Kuaishou's Q1 results, about a month from start to finish.
Every shot was delivered as an approved first frame plus a roughly 10-second 1080p video, 43 clips in all, giving the editors room to choose and adjust the pacing. Our partner team cut this footage into the 3:01 landscape 16:9 final film.
Approach
Character design, background plates, motion generation and information graphics were handled separately. To blend Xiaokuai naturally into live-action scenes, we compared characters on white versus transparent backgrounds, different shadow ranges and local blending methods, focusing on whether scale, edges and lighting matched. Each shot used whichever approach suited it, rather than one method for every shot.
The details show where you can see them: in the family scene Xiaokuai has a short, round, plush-toy build; the livestream has both wide and close shots of the host; the Brazil segment uses an instant camera as a prop; and in the ending the aircraft flies up close and waves. The round hands and the ground markings were handled with special care too, and every moving shot was adjusted against the brand character and its relationship to the scene.
As for the division of work, we were responsible for all AI imagery and video footage: each business line was first paired with a matching lifestyle, creative or business scene, and screens and lightboxes in the frame were left as green screens or blank. Our partner team added the data cards and captions in post and edited the final film. The roughly 5-second showcase of Kling-generated work and the Kling screen recording on the computer screen were not made by us.
More Work
Ideal for brand launches · public-sector communications · cultural-tourism campaigns · IP transformation · event openers · earnings visualization · social campaigns · AI workflow development
