Chinese womenswear brand broadcast (播) recently released a striking short film, starring actress Ni Ni as both the face and the voice of the campaign.
Instead of showing endless outfit changes, the 3-minute film focuses on sound and atmosphere:
🎙️ Ni Ni plays a radio host, using a recorder to capture the rhythm of life — the sweep of birds across the sky, the rustle of leaves in sunlight, the whisper of wind slipping into collars and cuffs.
What’s unusual? Clothing is almost secondary. Ni Ni appears in only two looks. The story flows not through outfits, but through her narration, her voice woven with nature, and poetic images of the outdoors.
Vedio from broadcast_official_cn 25 AW｜”Romantic Radio”
Produced by: Broadcast
Director: Fan Qing
Makeup and Hair: Gao Jian
Styling: Lenz Xu
Art: Feng Ruihua
Executive Producer: Gloria
Video Producer: He
It feels more like a lyrical essay than a traditional ad.
Romantic, light, and timeless — the kind of concept that would still feel avant-garde if released back in the millennium era.
Founded in 1999, broadcast has always explored how nature, art, comfort, and romance can shape the language of womenswear.
This campaign is simply another chapter of that pursuit.
