Brand & Product
Following Xiaokuai around Planet Kuaishou, the highlights of the annual earnings become a series of scenes and easy-to-read data.
01 / Background
Kuaishou's Q4 and full-year 2024 earnings had to cover technology, the content ecosystem, monetization, e-commerce, overseas business and local services. The project used Xiaokuai's light, cute journey to link the entire 3D brand world, with every business chapter sharing the same character and the same set of scenes. We handled the AI visuals and video footage, and our partner team handled the data captions and final edit; together we turned a business briefing into an enjoyable tour of the planet.
Xiaokuai arrives from space in an orange-and-white city, then moves on to users, a stage, deliveries, a beach and a restaurant. Xiaokuai ties the whole film together, the business scenes show what business sits behind the data, and the dashboards and captions carry the specific numbers; each has its own job, and they work together.
02 / Creative Highlights
With frequent jumps between businesses, the film has orange Xiaokuai travel through the city, stores, beaches and space, using the journey to carry viewers forward. Once a unified cartoon style was set, the character design, orange-and-white palette and rounded textures keep everything recognizable; even in a new business scene, we are still on the same Planet Kuaishou.
Users looking at their phones, a digital-human stage, e-commerce deliveries and a restaurant each match the business behind a set of data. Viewers first see how products and services enter everyday life, then the numbers alongside, so the figures never feel disconnected from the business.
The city, costumes and charts are mainly orange and white, paired with blue skies and rounded textures. With unified colors, different scenes read as one world; dashboards and captions sit on their own layer, so the visuals stay playful and the earnings figures stay legible.
The e-commerce section shows growth with a path that keeps climbing upward, and in the ending a rocket carrying Xiaokuai lifts off from the city into space. Upward and forward motion recurs across scenes, keeping the tone positive and light; when the ending speaks of “the future,” it feels like the journey setting off once more.
03 / Scene Breakdown
The film begins with an orange Kuaishou logo, and the camera pushes forward all the way into space, past the Kling space station and a spaceship, landing on a golden planet marked KLING. The first 20 seconds make two things clear: “AI-driven growth” and Kling.
The camera pushes forward from the Kuaishou logo in a sea of clouds right up to a planet stamped with AI, its orbital rings slowly turning. This shot is linked by a first frame and a last frame, with no cut in between.
An orange-and-white spaceship flies to the upper right, then we cut into the cabin, where Xiaokuai sits on a sofa and points at a screen by the window showing Kling AI's revenue figures.
A golden globe rotates on a pedestal marked KLING, flanked by symmetrical columns. It looks like an awards podium, set to the line about being the “industry benchmark for visual foundation models.”
The camera lands in an orange-and-white city. For revenue, the numbers appear on the big screen in a spaceship hall; for users, we see ordinary people looking at their phones; finally a small rocket rises from the street.
Looking down a long street, with Kuaishou, Kling and Kwai signs on the buildings on both sides and cars coming and going in the two lanes. The camera slowly pushes forward, leading into “improved operating efficiency across the platform.”
Two rows of orange seats fill the spaceship hall, with snowy mountains and blue sky outside the window. Full-year revenue, net profit and growth rates appear one after another where the big screen is; the image itself has no text, and the numbers were added in post.
A girl smiles at her phone as a string of yellow hearts floats up beside her; then a young man stares at his glowing phone, surrounded by floating AI icons. Two people on their phones tell the story of user time spent and daily active users.
A couple look at a phone together in a restaurant, set to the monthly active user figure; then we cut to the end of a street, where a small rocket rises in flames, set to “total time spent up 5.8% year over year.”
This section covers online marketing revenue. Billboards, a display platform in the clouds, a market-data screen and a digital-human host appear on screen, with Xiaokuai running around between them, linking one marketing figure to the next.
A large orange-framed billboard stands at a street corner, and a girl in a school uniform beside it raises her hand to point as the quarterly revenue figure appears on the billboard.
Xiaokuai stands on a platform built from clouds and orange blocks, with a curved big screen and model shops behind; the camera slowly pushes in, set to “higher conversion rates for marketing recommendations.”
Xiaokuai runs down the street carrying a shopping bag that swings with its body, past Kuaishou outdoor screens on both sides. The camera follows all the way, and the online marketing revenue figure appears at the top of the frame.
Xiaokuai sits with its back to the camera in front of a big blue market-data screen, where curves and numbers keep jumping, showing the results of smart marketing solutions.
We cut to a studio where a cartoon female host sits at a desk, the screen behind her reading “Nüwa Digital Human,” covering average daily spend on AIGC marketing materials.
The visuals in the e-commerce section are all about “going up” and “easy to buy, easy to deliver”: a girl runs up a GMV curve, a shop owner shows off clothes to the camera, a rider makes deliveries, and Xiaokuai walks through a supermarket with a shopping bag.
A girl with an orange backpack runs up an orange curve that ends in a GMV sign, with little gift boxes floating around her. It is the most direct image of “growth” in the whole film.
The shop owner stands in front of fill lights and clothing racks, holding up a garment and presenting it to the camera, covering e-commerce GMV growth.
A boy reaches out to tap a big screen of product shelves, then a rider heads off with a box bearing the Kuaishou logo. One places the order, the other delivers it, linking the figures for shelf-based e-commerce and short-video e-commerce.
Xiaokuai walks past rows of shelves with a shopping bag, then we cut to the checkout, where Xiaokuai stands behind the counter handing items to a customer, set to the numbers of buyers and merchants.
The overseas business lands first in Brazil: an aerial view of a stadium, Xiaokuai playing soccer on the field, then sunbathing on the beach. Finally a freighter loaded with containers cuts through the waves, bringing in overseas revenue growth.
A drone's-eye view looks down on a stadium surrounded by green fields and balloons, then the camera enters as Xiaokuai kicks the ball toward the goal, with the stands packed with spectators.
Xiaokuai lounges in an inflatable ring in the sun as a little girl in a flower garland walks over with a coconut. The camera is locked off and the mood is relaxed.
A freighter stacked with colorful containers heads toward the camera, its bow splitting the waves. The camera travels with the ship, and the overseas revenue growth figure appears in the middle of the frame.
The final section returns to nearby towns and small shops: a car turns at an intersection, Xiaokuai eats at a restaurant, and a few young people set up tripods to livestream. After the employment figures, Xiaokuai leaves the city on a rocket and drifts into the starry sky in a spacesuit.
Looking down on a small town surrounded by green trees, a little car slowly turns at an intersection, set to “an inclusive digital community connecting online and offline.”
The camera moves into a restaurant where Xiaokuai sits at a wooden table with milk tea and snacks, people eating in the background, set to local services GMV.
Three young people each livestream with their own phones and cameras as the camera circles them, covering the new business models brought by “Livestreaming + Industry.”
A host in glasses leans against a white sedan as he presents it, set to the job opportunities and new professions the platform has created.
Xiaokuai sits in the cabin of an orange-and-white rocket as it ignites on the street and lifts off, the camera rushing up after it into the clouds.
Xiaokuai, in a white spacesuit, looks at the camera while slowly drifting through a purple starry sky, small asteroids circling around it. We are back in the universe from the opening, and the film ends here.
04 / Storyboards & Final Frames
In the order of the final film. For each shot we first list the earnings copy it accompanies and what's on screen, then the approved AI frame used in the film. None of the final frames carry text; the data captions were added separately in post.
Shot 1.1
Set to “In 2024, with AI as its engine, Kuaishou once again delivered high-quality growth.” The Kuaishou logo in a sea of clouds and the AI planet with orbital rings serve as the first frame and the last frame.
Shot 1.2
Set to “Since launch, Kling AI has stayed at the forefront of innovation.” An orange ring-shaped space station in space, surrounded by spaceships and asteroids.
Shot 1.3
Set to “As of February 2025.” A large orange-and-white spaceship flies to the upper right across a blue sky, leading into the cabin in the next shot.
Shot 1.4
Set to “Kling AI's cumulative revenue has exceeded RMB 100 million.” Xiaokuai sits on the cabin sofa, pointing at the big screen by the window.
Shot 1.5
Set to “With world-leading technology and commercial scale, it continues to set the industry benchmark for visual foundation models.” A golden globe hovers on the KLING pedestal, flanked by symmetrical columns.
Shot 2.1
Set to “Further deepening the application of large models in the content and commercial ecosystems.” Looking down a long street with Kuaishou, Kling, Kwai and other signs on the buildings on both sides.
Shot 2.2
Set to full-year revenue and adjusted net profit. Orange seats line both sides of the hall, with a large window in the center looking out on snowy mountains, where the numbers were placed in post.
Shot 2.3
Set to “On the content side, large models assist content understanding and recommendation.” Xiaokuai stands in front of a curved big screen showing the city and content.
Shot 2.4
Set to “User time spent and engagement rose effectively.” A girl smiles at her phone with yellow hearts floating beside her.
Shot 2.5
Set to daily active users. A young man stares at his glowing phone, surrounded by floating stars, hearts and AI icons.
Shot 2.6
Set to monthly active users. A couple look at a phone together at a candlelit table.
Shot 2.7
Set to “Total user time spent up 5.8% year over year.” A small rocket rises from the steps between two rows of buildings.
Shot 3.1
Set to “On the commercial side, Kuaishou's Q4 revenue reached RMB 35.4 billion.” A blank orange-framed billboard stands at a street corner, with a girl beside it.
Shot 3.2
Set to “Using AI large models to raise recommendation conversion rates for online marketing services.” Xiaokuai stands on a platform in the clouds, with a curved starry-sky screen behind.
Shot 3.3
Set to online marketing services revenue. Xiaokuai runs down the street with a bag, outdoor screens on both sides.
Shot 3.4
Set to “Smart marketing solutions including UAX and site-wide promotion.” Xiaokuai sits with its back to the camera in front of a big blank screen.
Shot 3.5
Set to average daily spend on AIGC marketing materials. A cartoon female host sits at the studio desk, with a big screen behind her.
Shot 4.1
Set to “The omni-domain operations strategy pushed e-commerce GMV to a new high.” A girl with an orange backpack runs up an orange curve that ends in a GMV sign, the upward drive obvious at a glance.
Shot 4.2
Set to e-commerce GMV growth. The shop owner holds up a garment and presents it in front of fill lights and clothing racks.
Shot 4.3
Set to the share of GMV from shelf-based scenarios. The boy, with his back to the camera, reaches out to tap a big screen of product shelves.
Shot 4.4
Set to short-video e-commerce GMV growth. A rider carries a box down the street, shot from behind.
Shot 4.5
Set to average monthly e-commerce buyers. Xiaokuai stands between shelves holding a shopping bag.
Shot 4.6
Set to average monthly merchants with sales. Xiaokuai stands behind the counter, handing goods to a customer with a basket.
Shot 5.1
Set to “On the overseas front, Kwai is deeply rooted in the Brazilian market.” Looking down on a stadium surrounded by green fields and balloons.
Shot 5.2
Set to year-over-year DAU growth. Xiaokuai kicks the ball in front of the stands, with players running alongside.
Shot 5.3
Set to “Beyond building a rich and diverse content ecosystem.” Xiaokuai lounges in an inflatable ring as a little girl walks over with a coconut.
Shot 5.4
Set to “Kuaishou's overall overseas revenue also maintained rapid growth.” A freighter loaded with containers sails across the sea.
Shot 5.5
Set to year-over-year overseas revenue growth. The bow faces the camera head-on, splitting the waves.
Shot 6.1
Set to “Kuaishou continues to build an inclusive digital community connecting online and offline.” Looking down on a small-town intersection surrounded by trees, with a little car turning.
Shot 6.2
Set to local services GMV growth. Xiaokuai sits at a wooden table with milk tea and snacks.
Shot 6.3
Set to the new business models brought by “Livestreaming + Industry.” Three young people livestream with tripods and cameras.
Shot 6.4
Set to the job opportunities and new professions the platform has created. A host in glasses leans against a white sedan.
Shot 6.5
Set to “Technology-driven, user-first.” Xiaokuai sits in the rocket cabin as the rocket ignites on the street.
Shot 6.6
Set to “Building the community into an inclusive digital home for the AI era.” Xiaokuai in a spacesuit drifts through a purple starry sky.
05 / Results
We produced the AI visuals and video footage for all 34 shots, and our partner team added the data captions and edited the final film. On March 25, 2025, the 2:43 earnings video was released on Kuaishou's official platform, with versions for WeChat Channels and Weibo.
Case Study
The hardest part of an earnings video is the sheer number of figures.
Kuaishou's Q4 and full-year 2024 earnings had to cover revenue, users, advertising, e-commerce, overseas business and local services, plus Kling AI.
We used AI to create a full set of 3D cartoon visuals: orange Xiaokuai sets off from space, passes through a city, a supermarket, a stadium and a beach, and finally rides a rocket back to the stars.
On March 25, 2025, the 2:43 earnings video was released on Kuaishou's official platform.
01
Almost every line of the client's copy carried a number: revenue, net profit, DAU, MAU, GMV, overseas revenue, job opportunities.
Pair every line with a chart, and viewers drift off by the third one.
What the client wanted was a cute, fun and lighthearted story: Kuaishou's IP character Xiaokuai takes a trip around Planet Kuaishou. We first tried both a realistic and an animated approach, looked through other companies' earnings videos from previous years, and finally settled on a 3D cartoon style, with orange and white as the base throughout and an upbeat, upward tone.
02
When we got the copy, the first thing we did was find a scene for every line that anyone could understand at a glance.
For “user time spent and engagement rose,” we drew a girl laughing at her phone; for “overseas revenue grew rapidly,” a freighter loaded with containers breaking through the waves; for e-commerce, a shop owner presenting clothes to the camera and a rider heading off with a box; for local services, Xiaokuai eating in a restaurant.
The images themselves contain no text at all. Our partner team added the figures as a caption layer in post, so viewers first see which business it is, then the number beside it, and the figures never feel out of step with the images. When the data changes, only the caption layer needs editing, not the images.
Hearts float up beside the girl and the young man's phone glows, set to user time spent and DAU respectively.
03
Earnings are about growth. We built “upward” into the motion: characters run up curves, a rocket rises from the street, a spaceship flies from the ground into space.
The GMV shot that opens the e-commerce section came about exactly this way. The first version had Xiaokuai riding a shopping cart up the GMV curve, but Xiaokuai's round, chubby build was hard to keep consistent across versions; when we regenerated from a different angle, the design was right but the upward drive was gone.
In the end we took a different approach: we generated a running girl on her own, then composited her onto the curve and made local touch-ups. However fast AI improves, some shots still need traditional compositing and retouching to finish them.
In the final film, the girl runs all the way up the orange curve, the most direct image of “growth” in the whole film.
04
Xiaokuai had to appear in space, a spaceship cabin, the city, a supermarket, a stadium, a beach and a restaurant, and it had to be the same Xiaokuai every time.
We trained a dedicated character model on Xiaokuai's design and paired it with a unified 3D campaign-poster style model to generate images, then tuned parameters frame by frame and used Photoshop's fill to remove stray details. We generated more than 3,000 images in all, keeping just one final image for each shot.
The unified orange-and-white palette, rounded materials and soft light make all these scenes look like they're on the same planet, so even after several scene changes viewers never feel pulled out of the story.
05
All the video was generated with Kling. For every shot we spelled out three things: where the camera pushes, what moves in the frame, and in which direction.
The opening uses a first frame and a last frame to link the Kuaishou logo and the AI planet, with the camera flying straight through and no cut in between; the city boulevard uses Motion Brush so the cars in the two lanes come and go; the freighter's prompt read “the bow cuts through layers of waves, distant clouds drift slowly toward the horizon, the camera follows.”
The first frame is the Kuaishou logo, the last frame is the AI planet, and Kling fills in the journey between them.
The hardest shot was Xiaokuai playing soccer. The kick is fast, the ball has to roll steadily, and the character has to actually make contact with the ball. We tried long prompts and short prompts, adjusted speed, angle and camera movement, and went through many versions before keeping the one you see now.
06
Earnings videos used to be made mostly with traditional 3D. This time we generated the characters and scenes with AI and animated them with AI video, taking about a third of the production time of a traditional 3D workflow and letting us respond faster to whatever the client wanted changed.
More importantly, a dense annual earnings report became a journey you can follow: viewers remember an orange Xiaokuai walking through one Kuaishou business scene after another, and because the numbers appear with the scenes, they're easier to remember too.
FAQ
For this project we trained a dedicated character model on Xiaokuai's design and paired it with a unified 3D style model to generate images, so Xiaokuai follows the same design across all 34 shots. For shots where it was hard to get both the design and the direction of motion right, we generated the subject on its own, then composited it into the scene with local touch-ups.
Research and style tests for this film began in late February 2025, all visuals and video footage were finalized in mid-to-late March, and it was released with the earnings on March 25, about a month in total.
No. The final frames and video footage we deliver contain no text; the figures are made separately as a caption layer in post, so any change to the data or wording only touches the caption layer.
This film runs 2:43 in landscape 16:9 and was released in versions for Kuaishou's official platform and Weibo. The same footage can also be re-edited to different lengths and aspect ratios as needed.
Approach
The whole film was set in a 3D cartoon style around Xiaokuai's journey. Stills were generated with the character model plus a unified style model; where a frame needed both the right direction of motion and an accurate design, the subject was generated separately, composited in and touched up locally, keeping the character and the scene consistent.
Copy, visuals and data captions were split up and handed off cleanly: the image prompts describe only the character, scene and action, and we delivered visual assets ready for post-production; our partner team added metric captions and logos to the relevant business sections and completed the edit. In the final film, the moving scenes guide viewers along while the info dashboards carry the specific numbers, and the two layers together make the earnings clear.
The motion follows the meaning of each business: users looking at their phones stand for content engagement, deliveries and shopping for e-commerce, the freighter sailing forward for overseas business, and the rising rocket carries on the upbeat, forward-looking tone. The video was made with Kling, and every shot specifies which way the car drives, whether the camera follows, and which part of a locked-off frame moves, so the motion matches the business scene.
More Work
Ideal for brand launches · public-sector communications · cultural-tourism campaigns · IP transformation · event openers · earnings visualization · social campaigns · AI workflow development
