I was commissioned by Mixc World, a shopping center in Shenzhen China. to create a billboard image celebrating their launch in September 2017.
Mixc World is a community comprises of a dozen buildings, hundreds of shops and restaurants and public areas including art installations and historical sites. The main inspiration of this piece was drawn from the Chinese name of Mixc World - “萬象天地”, which has the meaning of “a place with everything and all things” but can also be literally translated to “Elephant World”. To make the campaign series more personable, I have decided to treat the series as a story book featuring the adventures of two characters I created for this campaign: Mixc Elephant and Little Girl.
With the launch image, I want to create a whimsical shopping playground that is filled with fun and curiosity. I have left visual clues throughout this image which would allow people to connect dots into line, whether consciously or subconsciously. For example, we see the Cosmic Elephant presents a flower to the little girl. The interior of the flower corresponds to the cosmic pattern on the elephant, while the external stripes related to the stripes on the elephant, the girl’s skirt, the building, the clouds in the sky, and so on. We get a sense that everything is related and all is one, the flower offered by Mixc Elephant opens up the possibility of the entire world, similar to the experience Mixc World is offering to its shoppers.