Jody Xiong directs two new short films for Chinese electric motorcycle brand Tromox
Tromox is a Chinese electric motorcycle brand, born in 2019 amid the booming shift from fuel to electricity. Tromox is known for its retro design, featuring a round headlight and instrument panel, complemented by elegant color schemes. To boost its appeal to young customers and make commuting cooler, Tromox partnered with Jody Xiong and The Nine Shanghai, to produce two commercials.
The name “Tromox” translates to “beast” in Chinese, symbolizing the rebellious spirit and wild freedom that young people aspire to. Xiong’s team, drawing from this brand essence, developed the concept of “Beast Inside”, a reflection of the inner wildness that lives in all of us.
The short film opens with a stylish young man standing in a lake, gazing intently across the water as though searching for something. A slight ripple catches his eye. He locks in, takes a deep breath, and suddenly dives into the water. Moments later, he emerges, a live, wriggling fish clamped between his teeth like a brown bear, sending water splashing around him. Meanwhile, a woman in a red dress crawls through the forest on all fours, moving with the grace of a wild animal. Hearing the distant call of prey, she growls like a tiger, tearing through the thick underbrush and leaping into the air, sending a flock of birds into the sky. These modern, trendy youngsters unleash their inner “beast” in such a unique way, embodying the bold and untamed spirit of the Tromox brand. The short films, broadcast across Chinese social media, sparked heated discussion and drew more attention to this emerging young brand.
Chen Guanping, the founder of Tromox, acclaims the idea from Liu Cixin’s sci-fi hit The Three-Body Problem “you lose a lot when you lose your human instincts; but you lose everything when you lose your animal instincts”. Amidst the backdrop of motorcycle bans, no company resonates with the youth quite like Tromox. Tromox is born rebellious, unlimited, and passionate, breathing fresh life into the industry. Inspired by the Tromox story, Jody Xiong, with his visionary creativity and direction, masterfully evokes deep resonance through wild passion, blending absurd humor with extreme aesthetics. He urges young people to embrace life and race like a beast, which makes Tromox so different and distinct.
Credits
Director: Jody Xiong
Brand Director（Tromox）：Xinyu Wang
Creative and Production Company: The Nine Shanghai
Creative Director: Jody Xiong
Photography Director: Guo Yonghong
Art Director: Jody Xiong
Copywriter: Candy Chen
Editor: Wang Yu
Colorist: Zhang Yingjie
Post-production: Chen Jiawei
Sound Mixer: Syn Shanghai
Typography Designer: Guo Yangzi, Jody Xiong
Costume Design: Zeng Jinyuan
Casting: Zhao Yipei
Wires: Cao Ge
Producer: Wang Qijing, Feng Liang
