Founded in 2014, Roborock quickly established themselves as one of the world’s leading robot and cordless stick vacuum brands. Following multiple awards for their smart vacuum, the S8 MaxV Ultra, they set out to develop a video campaign to build on their success and amplify their momentum.
Adcetera Licensing Plus had built a strong partnership with Roborock, helping the brand leverage its industry recognition. So, when Roborock began searching for a leading digital marketing agency to elevate their social media presence, Adcetera was ready to bring fresh, creative ideas to life for their hashtag, #BeyondLimits.
After a brainstorm teeming with ideas from the tame to the totally bizarre, one concept stood out: Three eccentric scientists, fed up with outdated cleaning tools, decide to invent the Roborock S8 MaxV Ultra. But they soon find themselves so captivated by its prowess that they hatch an even wilder plan — launch it into space. At first, the idea seemed laughable: “A vacuum in a vacuum — absurd!” But the seed was planted. Could it be done? Turns out, yes. Roborock loved it, and soon we were off to make the improbable a reality.
We crafted a three-phase campaign that began in a quirky lab and culminated with a robot vacuum in orbit.
We had a bold vision — and, admittedly, a weird one. Scientists, dog parties, goldfish, blowtorches, space...the first step was to make it all makes sense. Storyboarding was the key, helping clients and stakeholders clearly see the concept, storyline, and humor with the right balance between comedy and product.
Bringing a quirky and meticulously crafted laboratory to life required precision — down to the last goldfish. From scouting the perfect location to pinpointing the talent, props, and materials for each scene. All this while orchestrating a three-day shoot and working closely with Sent into Space, a U.K.-based space marketing company, to prepare the grand finale: launching the Roborock S8 MaxV Ultra 120,000 feet above the Earth.
The shoot spanned three days. Day one focused on set-building: unpacking hundreds of props, decorating walls, setting up lighting and cameras, and making multiple hardware store runs. On day two, we filmed the primary anthem video, while day three was dedicated to capturing the four videos for social cuts.
On September 17, 2024, Adcetera collaborated with Sent into Space to launch the Roborock S8 MaxV Ultra into space from Sheffield, U.K. Soaring to 120,000 feet above the Earth, the MaxV Ultra endured extreme temperatures of -76°F to become the first robot vacuum in space.
Once the footage was gathered and organized, our team began the heavy post-production lift, which included special effects in multiple scenes.
The videos collectively gathered views in the tens of millions across Facebook, Instagram, and YouTube within the first week after publishing.
With our in-house writers, videographers, animators, and creative directors collaborating with our account management team, just steps away from one another, we turned our ambitious vision into reality while maintaining high production standards. This seamless teamwork fostered clear communication and complete transparency for our clients, allowing us to retain creative control as a full-service production house. Our combined decades of expertise in video production and social media strategy equipped us to tackle this project with precision, ensuring its success from concept to launch and delivering results that truly went beyond limits.
It was a pleasure collaborating with you on these projects. I believe they not only demonstrate Roborock's exceptional product quality and groundbreaking achievements, but also serve as a strong testament to Adcetera's professional expertise.
