Translation has expanded its creative leadership roster with the hiring of Achilles Li. Working closely with chief creative officer John Norman, Li will serve as group creative director for the independent agency’s NBA and Champs Sports accounts. He brings years of experience in the world of international sports marketing to bear on behalf of the two athletic brands.
Prior to joining Translation, Li spent over three years as Executive Creative Director at Wieden + Kennedy Shanghai, touching nearly every one of the award-winning agency’s accounts as a team leader or lead creative. His time at W+K Shanghai spawned an assortment of celebrated creative work for a variety of media and markets—from the international appeal of Jeep Brand’s “Built Free” global campaign to the city-specific insights of Nike’s “Beijing City Attack,” which radically transformed Nike Basketball’s presence in the Chinese market. Li first signed on with the agency in 2006 as a creative, following a two-year tour of duty as sr. copywriter at Leo Burnett Hong Kong. Before that, he served as sr. copywriter at JWT Hong Kong.
His work has been recognized by competitions including the CLIOs, D&AD, and the Spikes Asia Festival of Creativity.
SCHROM x Yacht Club and Be Electric Studios Launch Electric XR for Virtual Production
SCHROM x Yacht Club, a full-service live-action, tabletop, and postproduction company, has teamed with Be Electric Studios, a soundstage, equipment rental, and virtual production company, to launch Electric XR, a virtual production collective.
Industry veteran Thomas Rossano will lead the new venture, which provides advanced virtual production solutions across multiple facilities. He brings over 25 years of experience in live-action, tabletop, postproduction and talent curation to enhance Electric XR’s offerings as a resource for brands and agencies, as well as other production companies in need of virtual production solutions. Additionally Rossano continues to serve as EP at XR New York (XR-NY), a role he’s held since December 2022. SCHROM x Yacht Club originally established XR-NY to help provide XR services for third-party rentals. While XR-NY will continue to function independently for SCHROM X Yacht Club, it now operates under the Electric XR umbrella.
Rossano’s expertise spans producing live-action commercials, branded content, interactive and experiential content. In addition to leading Electric XR, he holds responsibilities at SCHROM x Yacht Club which include driving business development, collaborating with sales reps and expanding the company’s creative talent network. Rossano’s career includes serving as an exec producer at Hungry Man for about 11 years, right from that company’s inception. He then went on to become a partner at Station Film where he also had a lengthy tenure. Later he was a partner at PRISM. Then after the pandemic hit, he became a freelance EP for nearly two years, looking into opportunities in virtual production, which led him to XR NY and now Electric XR. Over the years, he has produced high-profile... Read More