A motivational Winter Olympic Games ad for Tmall, setting winter on fire.

As part of a 10 year partnership with the Olympics, Tmall (Alibaba Group), China’s biggest B2C online retail platform, has launched this motivational Winter Olympic Games campaign, setting winter on fire. The film, directed by Salomon Ligthelm, aims to change people’s perspective toward the winter season, while leveraging on the spirit of the Olympic Games. No matter how tough winter can be, it makes us feel more alive than ever.