To redefine emotional storytelling for the Qixi Festival, global creative agency F5 Shanghai has partnered with China Mobile to launch Cosmic True Heart, a fully AI-generated short film for the brand’s iconic 10086 customer service platform.
Inspired by the classic line “For you, a thousand times over,” the campaign reinterprets traditional reunion themes through modern feelings of disconnection and longing.
Qixi symbolizes reunion, telling the ancient myth of two lovers separated by the Milky Way and reuniting only once a year. In modern life, distance is no longer cosmic. Many relationships drift apart simply due to missed calls, unstable signals, and unconnected moments.
The film begins with a fleeting subway encounter between two strangers. After his phone service is interrupted, the young man loses contact with the girl. What follows is a surreal cross-dimensional journey across ancient landscapes, Wild West towns, primeval forests, and futuristic alien worlds.
Through countless parallel dimensions, he continues searching for one chance to reconnect. The adventure finally lands back in reality at the “10086th dimension.” Thanks to China Mobile’s reliable hotline service, the call successfully connects again. The protagonist rushes to the next station and reunites with the girl, naturally highlighting the brand’s core promise: China Mobile 10086, 7×24-hour non-stop support for every connection.
“Connection is never merely technical. Every signal represents real people, genuine emotions, and irreplaceable encounters. Qixi celebrates reunion across galaxies, while 10086 protects every ordinary connection so no important person is ever missed,” commented Adams Fan, Chief Creative Officer of F5 Shanghai.
Breaking conventional romantic Qixi marketing, the campaign shifts from cliché romance to universal human anxiety about missing someone.
“Most festival campaigns focus solely on sweet romantic narratives. Instead, we mirrored the mythical ‘galaxy separation’ with modern digital disconnection. By visualizing people’s fear of losing contact, the work achieves broader public resonance,” added Jimyi Xu, Marketing Director of F5 Shanghai.
The creative transforms China Mobile’s abstract “uninterrupted service” value into vivid visual storytelling. Rather than relying on plain narration, the film uses cross-world adventure scenarios to prove one simple truth: no superpower conquers distance — stable, reliable connection does.
Uniquely, the entire video is AI-generated. The diverse visual styles spanning ancient, wild, primitive, and futuristic realms perfectly match the core concept of traveling across 10086 dimensions.
Here, AI technology is not only a production tool but an integral part of the narrative, visually interpreting China Mobile’s mission to transcend all distances and sustain human connection.
