Kimi K1 Launch
Seeing comes before words. A child looks and recognizes before it can speak.”
Executions
Process
Branding Team: Zixuan Zhou
Feifan Zhao
Motion Designer: Chuang Wang
11K
2K
100+
Project Overview:
Kimi released the K1 Visual Thinking Model, built on reinforcement learning technology. It natively supports end-to-end image understanding and chain-of-thought techniques, extending its capabilities beyond mathematics to a wider range of fundamental scientific fields. In benchmark capability tests across core disciplines such as mathematics, physics, and chemistry, the first-generation K1 model outperformed global benchmark models like OpenAI's O1, GPT-4O, and Claude 3.5 Sonnet.
Kimi's groundbreaking K1 Visual Thinking Model is here! A powerful combination of exceptional vision and advanced reasoning – see what you observe, solve what puzzles you.
Kimi Influencer MKT
Executions
Parenting Niche:
❤ 11k
❤ 2.4k
❤ 44k
Technology Niche:
❤ 38k
❤ 2.1k
❤ 31k
Campaign Objective
The primary objective of the influencer campaign was to expand Kimi’s brand penetration across emerging and lower-tier social platforms, increasing awareness and adoption beyond core early adopters.
As AI tools were still largely concentrated within tech-savvy urban audiences, the campaign aimed to normalize AI usage within broader lifestyle, parenting, productivity, and everyday contexts.
By activating creators across diverse verticals, the goal was to position Kimi not as a niche tech product, but as an accessible, practical companion for daily problem-solving — ultimately driving reach, shareability, and top-of-funnel growth in underdeveloped social segments.
2024 Year-End Brand Video Campaign
“The First Step Toward Becoming Better”
Kimi gives answers — but your growth is the real answer.
This is reinforced in the ending copy:
“For Kimi, a braver / freer / better version of you is the best answer.”
Executions
The execution centered on authenticity and emotional credibility. Instead of staging scripted performances or highlighting product features, we built the film around real user stories collected through open community recruitment and targeted outreach.
Each case was carefully selected to represent different dimensions of growth — from professional achievement to intimate, everyday breakthroughs — ensuring a balance between scale and relatability.
Visually, we adopted a vlog-inspired, documentary style, blending handheld phone footage with camera shots to preserve a raw, lived-in feel.
Performative acting was minimized to maintain emotional truth, and the presence of AI was intentionally understated; Kimi appeared as a quiet enabler rather than the protagonist.
This human-first approach allowed the narrative to focus on transformation — positioning Kimi not as a technological spectacle, but as a catalyst behind small yet meaningful steps toward becoming better.
