However, Li's idea was not put into practice until three years later, when he started paying more attention to films and the film industry as a whole, while preparing the script. His feature directorial debut, Welcome to Shama Town, is a result of five years of preparation and hard working, although filming only took two months.

Li said that shooting was amazing, with excitement and freshness filling the whole process.

"I haven't felt so high since shooting my commercial debut," he said.

Although new to the genre, Li said that when it comes to practical shooting, there is not too much difference between directing a feature and a commercial.

"My previous 10 years as a commercial director has provided me with abundant experience to deal with various incidents during shooting, to put shooting plans into practice and reach desired effects within a limited budget."

According to Li, his experience in advertising has broadened his vision to the latest shooting techniques, new ideas and concepts. As Welcome to Shama Town is his first feature and also a comedy, Li said he held back on experimenting too much. "I hope more revolutionary shooting techniques and methods can be adopted in my next feature film, which will be of a different film genre."

Li said he had to make several adjustments when changing formats from a 30-second advertisement to a 90-minute film. He said that in a commercial demands a climax within a very limited time, while a feature requires an opening, development, transition and conclusion.
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