ALIBABA—NATIONAL CAMPAIGN

Directed by Andree Ljutica and developed through Studio Lellow, Will Meets Way launched Alibaba.com’s first U.S. brand campaign by centering the lived experiences of three American entrepreneurs. From eco-conscious toothbrushes to magnetic toys and pickleball paddles, each story charts the evolution of a small idea into a scalable product—made possible through global manufacturing networks. The films were crafted with a visual language that balances realism and restraint, emphasizing process over polish. Rather than glorifying success, the campaign lingers on the fragility and perseverance that define early-stage entrepreneurship, positioning Alibaba.com as an enabler of quiet ambition and material progress.