Creative Producer & Art Director
Creative Producer & Art Director
TALENT MANAGEMENT, creative direction and production for the mascotte and launch campaign at new Xintiandi Hongquiao CBD
Bada is the mascot created by the artists Craig & Karl for the new CBD and Estate developed by Xintiandi Group in the Hongqiao area.
Toghether with my agency SVPERBE, I worked as intermediate between chinese agency and the artists, from creative pitch, art buying, contracts and negotiation, creative solutions and produciton, during more than 2 years.
Bada has been developed with C&K as a self-standing and unique mascot for this multi-shape and functions HUB.
We needed a special "dude" to personalize all possible activities: from Cinema3D to best restaurants, from business to shopping, from tran checkin to family reunion.
Bada has two peculiar eyes in vertical, with a 8-shape, that is the most positive number in chinese culture; an the second eye can become his best friend too, for another point of view on the world.
Animation produced under C&K direction, are used for all digital purpose: social media and web, and tv and led screen in airports and stations.
In the last December 2015 THE HUB opens to public, and Bada has been the main star. A gallery of human size 3D mascots in the entrance, light show, hoardings, graphics, advertising and communications from metro stops and train station.
With our chinese partner agency 3rdFloor, I followed the production and development of all these statues, visiting factories and plants in China.
Client: Xintiandi Group - The Hub
Agency China: 3rd Floor Shanghai
Artist: Craig & Karl
Art Production: SVPERBE w/ myself
Creative Direction: SVPERBE w/ myself