创意策略 /商业导演/视觉设计
Creative Strategy/Commercial Director/ Visual Design
白书一，中国美术学院影视广告本科，中国美术学院戏剧与影视学硕士学位。从事广告行业10年，在广告公司从事创意文案期间，服务了娃哈哈，银鹭，思念汤圆，维达纸业等品牌，参与鸿星尔克品牌转型时期品牌Slogan “To Be No.1” 的重新策划项目以及暴龙眼镜，海伦凯勒品牌初期的形象搭建策划项目，具备广告创意策划和文案撰写能力，具备品牌调研与策略分析能力，对品牌策略，定位以及调性有深入的理解能力与把控能力。
7年广告导演与美术指导经验，执导成熟的商业广告作品，把控广告制作全流程。带领团队负责TVC广告，直播，品牌活动等视觉效果的打造，具备极强的美术功底，执行力与沟通力。合作京东，苹果，松下，欧莱雅，宝洁，阿里巴巴，凯迪拉克，抖音，美团，百度等一线品牌，美术指导作品凯迪拉克《没有后驱，不算豪华》获2020金狮国际广告节金奖。
中国美术学院国际联合设计教学外聘教师，教学内容创意影像叙事，对AI视觉创作，数字艺术，虚拟拍摄等前沿视觉领域也有较为深入的研究。著有论文《中兴百货广告中意识形态构建的符号分析》，从符号学的层面对意识形态广告公司的作品台湾中兴百货的广告进行研究，分析使广告发生效力的深层传播通道，从而不仅回答“什么广告是有效的”，同时也回答“它为什么有效”和“怎样才能使广告有效”。
Shuyi Bai has a Bachelor's Degree in Film and Television Advertising from China Academy of Art and a Master's Degree in Theatre and Film from China Academy of Art. He has been engaged in the advertising industry for 10 years. During the period when he worked as a creative copywriter in an advertising agency, he served brands such as Wahaha, Silver Heron, Sienian Dumplings, Vinda Paper, etc. He also took part in the re-planning project of brand slogan "To Be No.1" during the transition period of Hongxingerke brand and the planning project of the image construction of Tyrannosaurus Rex Glasses and Helen Keller brand at the early stage. With the ability of creative planning and copywriting, brand research and strategic analysis, in-depth understanding and control of brand strategy, positioning, and tone.
7 years of experience in directing and art directing commercials, directing mature commercials and controlling the whole process of commercial production. Leads the team responsible for TVC commercials, live broadcasts, brand events and other visual effects, with strong art skills, execution and communication skills. He has worked with Jingdong, Apple, Panasonic, L'Oreal, P&G, Alibaba, Cadillac, Jitterbug, Meituan, Baidu and other first-tier brands, and his art direction work for Cadillac's "No Rear-Wheel Drive, No Luxury" was awarded the Gold Prize at the 2020 Golden Lion International Advertising Festival.
China Academy of Art International Joint Design Teaching External Teachers, Teaching Content Teaching Content Creative Image Narrative. He also has more in-depth research on AI visual creation, digital art, virtual filming and other cutting-edge visual fields. He is the author of the thesis "Symbolic Analysis of Ideological Construction in the Advertisement of Zhongxing Department Store", which studies the advertisement of Zhongxing Department Store in Taiwan, a work of Ideological Advertising Company, from the level of semiotics, and analyses the deep communication channels that make the advertisement effective, so as to answer not only "what advertisement is effective", but also "why it is effective". This will answer not only "what advertising is effective", but also "why it is effective" and "how to make advertising effective".