Exclusive Interview with Director Tanxuan Shi: Empowering Cultural Expression with AI to Craft Heartfelt Narratives for Hotel Brands

LAPost / Los Angeles (September 5, 2025) — Recently, Delta Hotels by Marriott Ontario Airport and Sheraton Ontario Airport Hotel launched a new series of commercials and brand ambassador films, drawing wide attention with their fresh and distinctive visual style. Behind these campaigns is young director Tanxuan Shi, whose mastery of AI tools combined with solid cinematic skills has earned recognition from local brands and mainstream media alike.

AI as a Tool, Not a Gimmick

In an exclusive interview with LAPost, Shi was direct: “AI is merely a tool and a technology. The core of creation will always be human thought and expression.” He emphasized that in today’s climate—where AI is often overhyped on social media—creators must remain calm and focused.

In advertising, AI can indeed add polish—enhancing lighting effects or fine textures. But to Shi, true quality begins with strong storytelling and high-caliber source material. “The best creations should look seamless, with no visible ‘AI fingerprints,’” he explained. “Too many works today fall into ‘AI for AI’s sake,’ producing cookie-cutter content. I prefer to use AI as a finishing touch.”

For example, in a sashimi commercial from Delta Hotels by Marriott Ontario Airport, he used AI to highlight the richness of sauces—essential in Western cuisine. In contrast, for a Chinese cuisine ad, he leveraged AI to emphasize the complex wok hei (the “breath of the wok”) as food emerged from the pan. “That subtle touch makes the work feel more authentic and alive.”

Capturing the Soul of Chinese Cuisine

“As a Chinese director, I firmly believe Chinese food is an untapped cinematic treasure,” Shi said. “Five thousand years of culinary culture make wok hei not just a flavor, but a cultural spirit.”

He described his vision: allowing audiences to almost “smell the wok hei” through the screen—to sense the boiling oil, the flame, and the clash of ingredients. “This attempt fulfilled my long-held dream of using cinematic techniques to capture the essence of Chinese cuisine.”

The “Silent Screen Theory”

Shi’s unique methodology in brand advertising is what he calls the “Silent Screen Theory.” He observed that many hotel ads are often played muted in lobbies or restaurants. Therefore, the visuals themselves must carry the storytelling power.

“If the picture retains its tension after you mute the soundtrack, then it’s a real success,” Shi said. Through lighting, design aesthetics, and AI-enhanced details, he ensures that even food close-ups and atmospheric shots convey strong messages without sound.

Honest Portrayal of a Young Brand Ambassador

In the Sheraton Ontario Airport Hotel ad, the brand ambassador was a 14-year-old actor. Instead of pushing a traditional, “adultified” image, Shi spent time scouting locations and working closely with the teen. The final theme, “Infinite Energy” presented the hotel from a youthful perspective.

“I’m against forcing young actors to act beyond their age in ads. I want them to show their authentic selves,” he said. The result was a film that not only highlighted the hotel spaces but also conveyed a natural resonance between brand and youthful vitality.

A Rising Director on Solid Ground

Shi graduated with a bachelor’s degree from the Beijing Film Academy before earning his MFA in directing and screenwriting from the New York Film Academy. His works have won multiple awards, including recognition at the Los Angeles International Short Film Festival, the Guangzhou University Student Film Festival, and the Chinese American Film Festival. He was also the only Chinese recipient of the “Rising Star Director Award” at the 8th Asian International Film Festival.

In 2022, he was named to the “Top 30 Chinese Youth Elites Under 30 in the U.S.”

Most recently, Shi and his expert viewing group in Los Angeles played a central role in the premiere of The Nanjing Photo Studio, overseeing planning, interviews, filming, and editing. Their high-standard documentary production and professional reviews have set new benchmarks for the promotion of Chinese films in Southern California.

“I hope to continue telling stories about Chinese cuisine and culture through film,” Shi concluded. He believes AI will never replace the soul of the creator, but instead can help bring cultural details to life with greater vividness.

(By Richard Ren / LAPost)