We caught up with the brilliant and insightful Mimi Masters a few weeks ago and have shared our conversation below.
Mimi, thanks for taking the time to share your stories with us today Can you tell us about a time where you or your team really helped a customer get an amazing result?
Midea – “Freefall Dismantling” Campaign (2020 Cannes Lions Gold Winner)
In 2019, I led the creative direction and production for an unforgettable commercial for Midea, one of China’s leading home appliance brands.
The concept? Bold, unconventional, and adrenaline-charged — dismantling a Midea air conditioner during a 1-minute freefall skydive.
Yes, you read that right. A real, high-speed, mid-air product teardown at 10,000 feet.
From March 2020, amidst the global pandemic, we began meticulous planning. Safety was our top priority — we conducted multiple rounds of testing to ensure every detail of the shoot was not only visually stunning but also safely executed.
The commercial was successfully filmed in June 2020, and the result was a breathtaking piece of branded content that pushed the boundaries of what product advertising could be.
The campaign earned international recognition, winning the Gold Lion at Cannes Lions — one of the highest honors in the global advertising industry.
🎥 Watch the full commercial here: YouTube Link
Mimi, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I am the founder of IMC Film Production and Film Snap.
IMC Film Production, established in the U.S. nearly a decade ago, has been deeply involved in numerous successful U.S.-China film and television co-productions, as well as a wide range of high-impact commercial projects. Throughout our journey, we’ve remained committed not only to delivering exceptional work, but also to supporting the next generation of filmmakers.
This commitment is reflected in our IMC Scholarship Program, as well as our sponsorship of several Golden Globe-accredited film festivals in Los Angeles, helping young talents gain exposure and opportunities in the industry.
Our second venture, Film Snap, focuses on IP development. We are proud to be the exclusive North American IP licensing partner of Yuewen Group, one of China’s leading publicly listed content companies. In addition, Film Snap boasts a strong distribution team, and we’ve launched our very own app — available on both iOS and Android — where users can watch curated video content anytime.
What truly sets us apart is our dedication to doing every project with integrity, care, and professionalism. We don’t just chase trends — we build long-term value through quality storytelling and meaningful partnerships.
What do you think helped you build your reputation within your market?
Our core values are rooted in genuine care for our clients and wholehearted respect for every team member.
We approach each project with professionalism, equality, and dedication, regardless of its size or scope.
Every detail matters to us — and we strive to ensure that every viewer can see the passion, precision, and sincerity we put into our work.
Any advice for managing a team?
When I encounter the right team, I deeply value their efforts and contributions. I believe in mutual respect, reciprocity, and working hand-in-hand toward shared goals.
If the team isn’t the right fit but the people have integrity, we can still remain friends and part ways amicably.
However, if someone’s character or ethics are problematic, I won’t hesitate to point it out. And if they are unwilling to improve, I believe it’s best to end the collaboration — because values and trust matter more than convenience.
Contact Info:
- Website: When I encounter the right team, I deeply value their efforts and contributions. I believe in mutual respect, reciprocity, and working hand-in-hand toward shared goals. If the team isn’t the right fit but the people have integrity, we can still remain friends and part ways amicably. However, if someone’s character or ethics are problematic, I won’t hesitate to point it out. And if they are unwilling to improve, I believe it’s best to end the collaboration — because values and trust matter more than convenience.
- Facebook: https://www.facebook.com/IMCFilmProduction/
- Twitter: https://twitter.com/ImcFilm
- Youtube: https://www.youtube.com/watch?v=x1TE0ZXc_PU
- Other: IMC FILM PRODUCTION
Address: 2600 W Olive ave Burbank, CA.91505
Mobile: 917-246-1752
Weichat: mi532558703
E-mail: [email protected]
Website: http://imcfilmproductions.com/
IMDB: https://www.imdb.com/search/title/?companies=co0629793
https://www.imdb.com/search/title/?companies=co0701262
Youtube: https://www.youtube.com/channel/UCBJPnVtzrsEglWOsQSF_98Q
Facebook: https://www.facebook.com/IMCFilmProduction/
Twitter: https://twitter.com/ImcFilm
Weibo: https://www.weibo.com/u/1990149717
新片場: https://www.xinpianchang.com/u10562583
Image Credits
picture by ASHU