The Fridge
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The Fridge is a creative
portfolio of Tian Bai,
an award-winning art director, designer based in Paris. Currently work at Landor. With over a decade of professional experience across France and China, he has developed a multidisciplinary expertise spanning branding, packaging, editorial, digital, advertising, and experiential design.

His work has been recognized by some of the industry’s most respected institutions, including D&AD Awards, Cannes Lions International Festival of Creativity, The One Club for Creativity, The ADC Annual Awards, New York Type Directors Club, New York Festivals Advertising Awards, Tokyo TDC, Red Dot Design Award, HiiiBrand Awards and Asia-Pacific Design.

Driven by a deep appreciation for visual culture, conceptual thinking, Tian approaches each project as a space for exploration, seeking nuance, narrative, and emotion within the design process. His work aims to transcend functionality, shaping experiences that are both visually compelling and intellectually resonant.

ProjectMaladies Mentales
EN
This typographic project explores the visual representation of mental illness through a series of animated posters, from which these prints are taken. Each animation features a living typeface, whose transformations reflect the emotional and cognitive effects specific to each disorder.

Alzheimer's disease is evoked by the progressive disappearance of letters,
symbolizing memory loss and fragmented recollection.
Depression manifests as collapsing text, conveying heaviness, fatigue, and withdrawal.
Bipolar disorder plays on abrupt contrasts in rhythm, representing the oscillations between elation and despondency.

The aim of this series is to visually convey what is unseen, giving form and movement to the inner experience of these illnesses.

FR
Ce projet typographique explore la représentation visuelle des maladies mentales à travers une série de posters en mouvement, dont ces impressions sont extraites. Chaque animation met en scène une typographie vivante, dont les transformations traduisent les effets émotionnels et cognitifs propres à chaque trouble.

La maladie d'Alzheimer est évoquée par la disparition progressive des lettres, 
symbolisant la perte de mémoire et la fragmentation du souvenir.
La dépression se manifeste par un texte qui s'effondre, traduisant la lourdeur, la fatigue et le repli sur soi.
Le trouble bipolaire joue sur des contrastes brusques de rythme, représentant les oscillations entre exaltation
et abattement.

L'objectif de cette série est de faire ressentir visuellement ce qui ne se voit pas, en donnant corps et mouvement à l'expérience intérieure de ces maladies.

Category: Culture
Year: 2025

Exhibition:
Human Inside
Artverse Gallery Paris
November 2025 Creative & Design: Priiisme
Team Priiisme:  Frédéric Granon, Benjamin Dennel, Tian Bai
    


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The Fridge

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