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Haixiao Lu: The Renaissance Producer Bridging Art and Commerce, From Indie Films to Riot Games

From artistic short films to commercial collaborations, producer Haixiao Lu showcases his multifaceted talents. Recently, as a lead producer, he was involved in a game promotion video in collaboration with Riot Games and Tencent, which garnered over a million views, further solidifying his position as a producer in the realm of commercial projects.

One of his recent projects as a lead producer is the promotional video for Riot Games’ “Fearless Contract New Map.” This project successfully brought together artists like Amber Liu and professional esports players, including Kang Kang and Nobody from EDG. After being released on the official online platforms of “Valorant,” the video attracted a viewership of over a million.

The project was produced in collaboration with Riot Games, a globally renowned game developer and publisher, and Tencent, one of China’s largest internet service companies and a significant shareholder or partner in various globally recognized games.

For the promotion of “Fearless Contract’s New Map”, the background of the two major producers gave the project a huge advantage. Riot Games, which originated in the United States, not only has a first-class game development team, but also has a keen insight into the global esports market. Its flagship game, League of Legends, has become synonymous with esports, attracting hundreds of millions of players over the years. This success has given Riot Games an unshakable status on a global scale, and any project it works with is highly anticipated.

Tencent, on the other hand, is a giant in China’s Internet industry. Its business spans everything from social networking and media content to cloud computing, but its influence is particularly pronounced in gaming. Tencent not only owns a series of popular domestic games, but also a major shareholder or partner of many internationally renowned games, which gives it a huge say in the global game market.

When Riot Games and Tencent work together, the best of both worlds is maximized. Riot’s expertise in game production and understanding of the esports market, combined with Tencent’s strong distribution channels and localization strategy, enabled “Fearless Contract’s New Map” promotion to gain widespread attention from its initial release. The participation of producer Lu Haixiao has injected new vitality and creativity into this cooperation, making the whole project show more than expected results.

Having successfully transitioned into a commercial producer, Haixiao Lu plans to further expand his collaborations in the business sector, including partnerships with more prominent corporations or brands. With his rich production experience and educational background, Haixiao Lu demonstrates exceptional talent and capability in commercial projects. His successful transition undoubtedly sets a positive example for other producers looking to expand from the realm of art into the business world.

Born in China, Haixiao Lu ventured to Los Angeles at the age of 21. He has distinguished himself as a versatile professional in the film and entertainment industry, blending both artistic ingenuity and commercial acumen. His academic foundation is strong, having earned a Bachelor of Arts in Film Distribution and Theater Management in China with a GPA of 3.88, followed by a Master of Arts in Film and Media Production from the New York Film Academy in Burbank, CA, where he graduated with an outstanding GPA of 3.8.; received specialized training in Hollywood film production systems at Chapman University.

These academic accolades paved the way for a successful career that includes significant contributions as a Freelance Producer since 2018 and roles in award-winning film projects like “Distance” and “Touch.” He has also been influential in the film festival circuit, serving as an Executive Producer, Host, and Jury Member at the Asian World Film Festival — YOUNG FILMMAKERS SHOWCASE. His skills range from scouting locations to post-production and festival organization, and he has produced nearly 50 short films, two feature-length films, and three short series, underlining his creative versatility.

Not one to rest on his laurels, Haixiao has also channeled his entrepreneurial spirit into a variety of ventures. In 2020, he co-founded Reverse Clock Entertainment LLC, specializing in diverse film formats and new media content creation. A year earlier, he launched KICKSNEAKER LLC, which focuses on sneaker care services and the creation of innovative cleaning products. These businesses not only show his range but also his commitment to merging creativity with commercial viability. Adding to his portfolio, Haixiao has been contributing to XiaoHan Cultural Communication Co. LTD since 2014, where he utilizes his promotional video shooting and marketing skills. His story is one of relentless pursuit of excellence, marked by a seamless blend of artistic vision, professional versatility, and entrepreneurial initiative, making him an influential figure in both the academic and commercial sectors of the entertainment industry.

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