ASIA-PACIFIC – SHANGHAI, CHINA ,MAY 28, 2012: Y&R Greater China CEO, Charles Sampson and Y&R Greater China chief creative officer, Nils Andersson, signed art director Bo Deng to be the company’ new Group Creative Director, Y&R Shanghai. Bo Deng is a seasoned creative that literally just got ‘Shanghai-ed’.
Having committed himself to Y&R Shanghai, Bo goes back to Asia for the second time.
“Shanghai, indeed China as a whole, is one of the most exciting places to be at the current time. And Bo Deng is one of the most exciting creative talents around, personifying the vibrancy and energy of the city he’s chosen to call home with Y&R,” commented Y&R Greater China Chief Creative Officer Nils Andersson.
To find his own calling, Deng worked with a wide range of agencies before adhering with the Y&R team . He worked with Goodby Silverstein & Partners SF, AKQA SF, Team One Los Angeles, Deutsch Los Angeles, and BBDO Beijing, across a diversity of clients that includes Lexus, Mercedes-Benz, VW, YouTube, HTC, Sprint. To name but a few He was able to launch some major campaigns such as the Lexus 2012 rebrand, YouTube identity refresh, and Superbowl VW 2012.
In 2004, the art director graduated from Art Center College of Design. Deng left Los Angeles to pursue an advertising career in New York, and was soon referred to Ogilvy & Mather Beijing where he worked on the likes of Motorola, Redbull, Siemens and Airbus. He has written scripts, made posters, and created ads. In the year 2006, he once written and art directed the ‘China’s most expensive TV commercial ’, (rumored to be currently ranked third in China’s history) and won the office’s first ever broadcast Clio. He continued his work at Saatchi & Saatchi Beijing where he produced notable work for Sony Ericsson and Toyota.
In early 2008, the creative talent returned to the states and worked for Mullen, Boston where he managed to push out award-winning work for Panera Bread, The Grain Foods Foundation, and New England Aquarium.
Came 2009 , Bo Deng moved to San Francisco to join Cutwater. While he was there he assisted launches for global campaigns for the following clients-Persol, Ray-Ban, and BNP Paribas. His biggest accomplishment during his stay in San Francisco was turning three pictures of Steve McQueen, purchased by Persol, into an internationally recognized major campaign push. He was also accountable for proliferating the internet with hipsters wearing Ray-Ban themed t-shirts at SXSW 2010.
Among other things, Deng enjoys the field of design, photography, and generally crafty things. From silk screen posters to Hasselblad cameras, a webpage, an abandoned ticket stub, if they’re made with care, he’d be interested in it. He value brutally honest opinions, good stories, and dry, self-deprecating jokes. Deng’s most embarrassed about not being able to drink and often uses borderline racist jokes to over explain why, but since it’s self-deprecating, he thinks it’s okay.
