London, UK, 11.12.2025 - Creative production agency Rhapsody has partnered with Xiaomi to deliver the UK launch campaign for the new Xiaomi 15T, using locally grounded storytelling to help the global technology brand strengthen cultural relevance among British consumers.
Although Xiaomi is already a well-established global technology leader, recognised for its wide and innovative product ecosystem spanning smartphones, wearables, and smart devices - the UK smartphone market remains one of the most saturated and competitive in the world. Standing out here requires more than outstanding engineering; it requires cultural relevance. As long-time admirers of Xiaomi’s technology and the community that surrounds it, Rhapsody saw a unique opportunity to help the brand strengthen its UK presence by aligning the Xiaomi 15T launch with the visual language, creative energy, and everyday culture of modern London.
Rhapsody’s brief was to bridge that gap by creating content that felt unmistakably rooted in London, a campaign that would speak to real users, reflect real places, and position Xiaomi as a meaningful part of everyday UK culture.
To achieve this, the agency developed an extensive content suite, including high-resolution product photography, a London lifestyle shoot, and a creator partnership with Nico Froehlich, the British photographer celebrated for his human-centred portraits of South-East London. Froehlich shot an exclusive gallery of images using the Xiaomi 15T and starred in a video masterclass series designed to showcase the device’s capabilities through the lens of a local creator rather than a traditional commercial narrative.
The partnership was central to shifting perception. Froehlich’s work, grounded in community and social realism, provided an authentic entry point for the brand. His gallery, filmed and photographed across familiar London settings from red buses to local estates, presented the Xiaomi 15T not as an imported tech product, but as a creative tool capable of capturing the character and diversity of the city.
Alongside this creator-led approach, Rhapsody also produced a recap video highlighting the brand’s growing presence within UK creator communities, including collaborations with tech and lifestyle influencers. Together, these assets formed a cohesive campaign demonstrating how Xiaomi 15T integrates naturally into the everyday visual language of London.
Alejandra Romero, Head of Creative Services at Rhapsody, highlighted the importance of cultural fluency in the success of the project.
What made the work succeed was how agile we were able to be. We understood the UK market in a way Xiaomi needed. From cultural translation to audience behaviour, we helped bridge the gap between a globally known brand and a British audience that still didn’t quite know how to pronounce the name.
Alejandra Romero, Head of Creative Services at Rhapsody
Romero added that the campaign’s grounding in genuine London experiences was essential in helping Xiaomi counter longstanding misconceptions surrounding Chinese technology brands. “By focusing on real creators, real streets, and real London stories, we were able to soften perception and demonstrate that the 15T is a device built for the cultural fabric of the UK, not outside it.”
The campaign arrives at a critical moment for Xiaomi as it works to deepen its presence across Western markets. With advanced telephoto innovation and a camera system capable of capturing detailed shots at 5x, 20x, and even 100x zoom, the 15T offers a compelling alternative to devices currently dominating the premium segment. Rhapsody’s creative direction ensured these features were demonstrated through relatable, everyday contexts rather than technical jargon.
The UK launch marks another milestone in the long-standing partnership between Xiaomi and Rhapsody, one defined by agility, cultural understanding, and a shared commitment to creator-first storytelling.
