I fell in love with you the first time I looked at you.

Conor conceived and scripted a story-driven, e-commerce livestream for business-to-consumer web giant Tmall, reimagining the traditional format by layering it with theatricality, suspense and beauty.

The four-hour livestream was a daring piece of live immersive theatre captured in a single shot. A mysterious treasure hunt across the six floors of The McKinnon Hotel. The lavish event starred Chinese musical duo Mr. Miss and the cast of Sleep No More enacting a prequel to the the hit show while discovering and showcasing new products from 20 top brands.

This experimental hybrid of theatre and e-commerce was viewed live by more than a million people who interacted with the live stream over 350 million times. Eventually this event reached over 300 million across multiple networks with the topic being discussed over 200 million times on Weibo alone. Boldly standing out in its sector - a trailblazing first of its kind.

The McKinnon Hotel | Shanghai, China | Summer 2020
Presented by Tmall, SMG Live & Punchdrunk | Production by Shang Yan