Lellow partnered with X&O Co to generate Alibaba.com’s first ever US consumer positioning with the campaign, “Will Meets Way,” a message that targeted the grit and determinism attached to being an entrepreneur.

Lellow produced three unique films, each on a different small business owner. From Pickleball paddles to  eco-friendly toothbrushes and magnetic figurines for kids, these brief cinematic portraits highlighted not only the psychology of the entrepreneur but the far reaching capabilities of Alibaba’s manufacturers.