We build the world first
We develop an original character universe and founding narrative owned entirely by you, designed from day one to be multi-platform and licensing-ready.
Entertainment Driven Commerce
We turn your brand into a culture people choose.
EDC = leading with story and emotion so your customers spread your brand for you — at zero media cost.
Singapore-based creative studio. 700+ specialists across 7 global offices. Clients include BBC, Sony, and Google.
700+
Global Team Members
7
Global Offices
$500K
Partnership Revenue — Skincalories
Trusted by
BBCSonyGoogleActivisionChina MobileElectronic Arts
Who We Help
Whether you sell to consumers or businesses — EDC works differently for each.
For B2C Brands
Consumer goods, fashion, F&B, beauty, lifestyle
“Our campaigns spike then die. We burn budget on ads but customers don't stick around or tell their friends.”
- Turn one-time buyers into a loyal community
- Viral content that spreads at zero media cost
- Brand characters and IP your customers love
- Events that generate their own revenue
For B2B Companies
Tech, enterprise, SaaS, professional services
“We sound like every other vendor. Cold outreach doesn't work and our brand has zero personality.”
- Branded content that warms cold leads before your team calls
- Podcast and documentary storytelling that builds category trust
- Gamified webinars and events that actually convert
- LinkedIn IP that makes you the undisputed category leader
How EDC Works
The EDC Loop
Unlike a campaign that ends, EDC creates a self-reinforcing system. Each stage feeds the next — endlessly.
Story
Origin myth, characters & world-building give customers a reason to care
Participation
Community, UGC, and ambassador programmes turn customers into co-creators
Commerce
Memberships, events, merch, and licensing generate revenue organically
More Story
Revenue reinvests in richer content — the loop accelerates, not decays
Loop repeats — the system compounds over time
What We Do
Six ways EDC grows your brand
Each service is a node in the same loop — culture drives engagement, engagement drives commerce, commerce funds more culture.
→ A brand that spreads itself
Build a world customers want to live in
Origin story, characters & universe your competitors can't replicate.
→ Direct revenue + organic content
Events that pay for themselves
Physical & digital activations generating revenue through tickets, merch & partnerships.
→ Higher conversion across channels
Online discovery that converts in-store
AR experiences, QR storytelling & loyalty tools bridging digital to physical sales.
→ Organic reach at zero ad spend
Content so good they share it for you
Animated series, comics & branded films your audience distributes voluntarily.
→ Transparent, scalable ROI
Entertainment you can actually measure
Every creative output tracked against engagement, conversion & revenue metrics.
→ New revenue from existing brand equity
Turn your mascot into a revenue stream
Characters & IP deployed across merchandise, licensing & collaboration deals.
From Story to Capital: How EDC Funds Your Growth
Investors don't fund decks. They fund belief.
Most fundraising fails because the pitch is rational, but the story isn't felt. We transform your pitch into a living, fundable universe:
- Build original IP (characters, storylines) that carry your values
- Demonstrate a narrative ecosystem ready for merchandise and licensing
- Create a brand that proves it deserves capital, not just asks for it
The 3-Stage EDC Fundraising Model
Same sequence. Every industry. Every size.
We activate it before you fundraise
We deploy lean, real-world activations to generate organic engagement and prove the IP drives actual commercial behavior.
The IP becomes the pitch
You present a living brand ecosystem with documented audience engagement and a clear roadmap for merchandise and licensing growth.
Case Reference
A Legacy Brand Becomes an IP Owner
40+ years of audience heritage. Zero owned IP. We changed that.
4
Original Characters
40+
Years of Heritage
0→∞
Licensed IP Created
The Challenge
A legacy entertainment operator with beloved venues and four decades of heritage — but no original characters, no licensable content, and no IP to attract CSR funding, education partnerships, or media investment.
What We Built
A purpose-driven character universe
- 4 original characters, each embodying a universal human value
- A participatory narrative giving children, parents, educators, and partners a role to play
- Full character bible, origin story, physical activation format, and licensing-ready asset library
What It Unlocked
Four new revenue and funding pathways
- Full IP ownership — no third-party licensing constraints
- CSR and education funding pathway opened
- Repeatable activation format across multiple venue sites
- Fundable ecosystem: merchandise, licensing, live experiences, and content
This isn't about creating a mascot. It's about creating meaning that families can return to, grow with, and pass on — and that investors can see scaling across every channel.
— Brand Pathogen, on the engagement
Proven Results
Case Studies
These are real EDC results — not campaign spikes, but self-sustaining brand systems.
Brand LaunchAI AvatarEntertainment MarketingMusic FestivalManga Series
Skincalories Active Glow Mist
Vroom Vroom Campaign & Brand Launch Strategy
Comprehensive brand launch strategy featuring AI-powered virtual ambassador and entertainment-driven commerce campaign that generated significant partnerships and recurring revenue.
Challenge
Launch a new skincare brand in a competitive market within a tight timeline. Overcome limitations of conventional strategies.
Solution
Developed a long-term strategy featuring an AI-powered 3D avatar as a virtual ambassador. Created the Broken Seal manga series with character Magda, led by Shilee.
Execution
Organized a music festival with SM Entertainment and Universal Music artists. Managed all aspects in-house using Brand Pathogen's global expertise.
Outcome
Successfully launched the brand with significant market attention. Achieved finalist status at the 2019 Asia PR Awards for beauty brands.
$500K
Partnership Revenue
$14K+
Monthly Revenue
Finalist 2019
Asia PR Awards
Brand LaunchDigital ComicsPop CultureIn-House Strategy
Jamore New York Comic Con
Brand Launch Strategy
Complete brand overhaul and launch strategy executed within 6 months, featuring a digital comic centerpiece at one of the world's largest pop culture events.
Challenge
Client required a brand launch within 6 months, prior to product availability. Previous fashion consultancy failed to provide a workable solution.
Solution
Conducted a full brand overhaul using in-house expertise. Developed and announced a digital comic as the centerpiece at New York Comic Con.
Execution
Leveraged global network and 700+ specialists for seamless in-house management. Integrated narrative-driven strategy with cultural and technical innovation.
Outcome
Successfully launched Jamore brand identity at NYCC. Established a foundation for fan engagement and product anticipation.
6 Months
Launch Timeline
50K+
Booth Visitors
Established
Brand Foundation
Not ready to brief yet? That's fine.
Book a free 30-minute strategy call — we'll show you what EDC could look like for your specific brand.
Virtual / Hybrid Event Excellence
Groove & Glow: Ultimate Freestyle War
A pioneering global event series that fuses freestyle dance, immersive storytelling, and cutting-edge technology across six countries. Engaging 3.62 million attendees over 113 event days, guided by Magda — an AI-powered 3D avatar.
3.62M
Total Attendees
280K
In-Person
3.34M
Digital Viewers
113
Event Days
Global Event SeriesAI Avatar IntegrationHybrid Experience
The Technical Event of the Future
Flagship Proof of Concept
What large-scale event execution actually looks like.
Groove & Glow is Brand Pathogen's own flagship event — a live proof of concept running across 6 countries, 113 event days, and 3.62 million attendees. If we can run this, we can run yours.
For Audiences & Participants
A world to step into.
Freestyle dance competitions, live concerts, after parties, and AI-powered performances across Hong Kong, Thailand, Vietnam, Malaysia, Singapore, and the USA. Guided by Magda — an AI-powered 3D avatar — across Five Elements-themed stages built in Unreal Engine 5.
3.62M Total Attendees · 113 Event Days · June 2026 – May 2027
For Brands & Sponsors
A platform built for brand integration.
Sponsorship packages from $10K to $1.1M across 6 markets. CPM starting at $0.033 — compared to the $2–$10 industry standard. Direct access to a tech-forward audience aged 18–38 across dance, music, fashion, and lifestyle.
$0.033 Starting CPM · 6 Markets · $542K–$1M Estimated PR Value
“Every element of Groove & Glow — production, technology, talent, logistics, and sponsorship — is managed entirely by Brand Pathogen. This is the same capability we bring to every client engagement, at any scale.”
6
Countries
3.62M
Total Attendees
$0.033
Starting CPM
12 Months
Campaign Duration
Smart Retail Innovation
Smart Retail Solution
Groove Pods: Empowering Partner Networks
Advanced, partner-operated hubs integrated into shopping malls, serving as dynamic points for loyalty redemption and access to exclusive offers. Powered by our Hybrid Detection Stack, enabling seamless interactions that blend physical retail with digital intelligence.
- IoT-enabled access with QR/NFC scanning and facial recognition
- AI-powered personalization with GPT-driven avatar Magda
- Real-time data pipeline with Azure/IBM Watson integration
- Predictive maintenance through IoT sensors
IoT-ConnectedAI-PoweredSmart Retail
20+ Years of Storytelling
The tools changed. The storytelling didn't.
We started in the early 2000s, hand-crafting frame-by-frame animation in Flash. Today we use AI tools to compress timelines and reduce cost. What hasn't changed — in 20 years — is the thing that makes an audience feel something.
Early 2000s — Flash Animation
Where it started
A 4-minute hand-crafted 2D animation produced in Flash by the CCAS team. Every frame drawn by hand. Every scene built manually. No AI. No shortcuts. Just storytelling.
2025 — AI-Assisted Animation
Where it's going
The same discipline — character, emotional arc, narrative structure — now produced in a fraction of the time using AI animation tools. Different toolkit. Same soul.
“Two decades apart. The same belief — that story is the most powerful tool a brand can own.”
2003
Year CCAS was founded
20+
Years of in-house animation production
700+
Animators, directors & storytellers in our global network
Our Capabilities
What we build for your brand
Live characters. Real-time stages.
Motion capture and Unreal Engine power real-time avatars that respond instantly to performers. Deliver cinematic live events with zero pre-rendered delays.
Production Stack
Unreal EngineUnityOptiTrackMove AIRokoko
Faster animation. Same storytelling quality.
Proprietary AI pipelines produce character-driven content in a fraction of traditional timelines—more content, more frequently, without compromising narrative craft.
Production Stack
Proprietary AICustom ModelsCCAS Pipeline
Audiences participate, not just watch.
Interactive WebGL and AR environments where your audience makes choices, unlocks content, and becomes part of the story—turning visitors into repeat customers.
Production Stack
UnityWebGLThree.jsReactUnreal
Complex ideas made instantly clear.
Premium motion graphics that translate complicated propositions, process diagrams, and data into instantly understandable visual stories for any platform.
Production Stack
After EffectsLottieRivePrinciple
Characters built to live everywhere.
3D characters rigged to perform across live events, animation, AR, social, and merchandise—one asset that becomes a scalable commercial property.
Production Stack
BlenderMayaCinema 4DUnreal Engine
Original IP Production
Your brand story. Told like this.
Chthonia is an original digital comic series created entirely by Brand Pathogen — written, illustrated, animated, and voiced in-house. It's also proof of what we can build for you.
Every brand has a founding story worth telling. Most never tell it well. We turn brand stories, founder journeys, and product narratives into serialised digital comics — hand-illustrated, animated, and produced end to end by our global team.
The result is content your audience reads, shares, and comes back for. Not a brochure. A world.
Digital ComicHuman ArtistryNew York Comic Con
20+ Years
2D & 3D
CCAS Studio
20+ Years·2D & 3D·CCAS Partnership
Character Design & Concept Art
Every visual story starts here.
Before animation begins, your character must possess a face, personality, and visual logic that works across every format. Through our 20-year heritage with Creative Coconut Animation Studios, we iterate with your team until the design is undeniable.
What this stage produces:
- Complete character profiles: appearance, personality, backstory & role
- Brand-aligned mood boards and art direction
- Environment and world-building concepts
- Multi-round iterative model sheets — not single AI passes
Character DesignConcept ArtVisual Development
Character Applications
Characters built for the real world.
A character is only as valuable as what it can do. Here's where ours have lived.
Product Packaging
Character illustration applied directly to product label. The Skincalories Active Glow Mist — brand identity and product design unified through a single original character.
Co-Branded Merchandise
Original characters from two brand partners on a single RFID card. Uncle Ringo x Skincalories — a physical collectible that made the partnership tangible for every carnival visitor.
Original IP Design
Every character designed from scratch — unique personality, visual identity, and narrative role. Built to live across digital, physical, and licensed formats.
Your brand character can live on packaging, merchandise, events, digital content, and licensing — designed once, deployed everywhere.
The Team
Leadership Team
Meet the visionary leaders who have built Brand Pathogen into a global creative powerhouse.
Vice President of Business Development
25+ years in animation and innovation
Founding member of Creative Coconut Animation Studios (CCAS) and pioneer in entertainment strategy consulting. Led the company's growth from startup to global powerhouse with 700+ employees.
- Founded CCAS in 2003
- Supported ventures like Skincalories
- Created SkinS Festival
- Built global animation network
View Full Profile
Executive Director
Scriptwriter & Brand Strategist
Specialist in brand anthropomorphism and entertainment-driven commerce, leading the creative vision that transforms brands into compelling narratives and immersive experiences.
- Brand Anthropomorphism Expert
- Entertainment Commerce Pioneer
- Narrative Strategy Leader
- Creative Vision Director
View Full Profile
Strategic Partners & Investors
Intel Capital
Investment Partner
Autodesk
Technology Alliance
NVIDIA
Technology Partner
Apple
Platform Partner
HP
Hardware Partner
Join Our Global Team
We're always looking for talented individuals to join our mission of transforming brands through innovative storytelling and immersive experiences.
Our Reach
Global Presence
With offices across 7 countries and a team of 700+ professionals, we deliver localized expertise with global scale.
Singapore
Singapore
Global Headquarters
- Brand Strategy
- Innovation Lab
- Client Relations
Bangkok
Thailand
Southeast Asia Hub
- Content Production
- Cultural Insights
- Market Research
Shanghai
China
China Operations
- Animation Studio
- Government Projects
- TV Production
Mumbai
India
South Asia Center
- AR/VR Development
- Digital Innovation
- Tech Solutions
Tel Aviv
Israel
Innovation Lab
- AI Research
- Tech Innovation
- R&D
Kampala
Uganda
Africa Gateway
- Market Expansion
- Cultural Projects
- Local Partnerships
Cape Town
South Africa
Africa Creative Hub
- Creative Production
- Content Development
- Local Talent
Trusted by Global Leaders
BBC
Media & Entertainment
Sony
Technology & Entertainment
Electronic Arts
Gaming
Technology
Activision
Gaming
Chinese Government
Public Sector
TV Stations
Broadcasting
Skincalories
Beauty & Wellness
Ready to join our roster of global success stories?
Investment
Ready to Transform Your Brand?
Customizable retainers from $20,000–$100,000 monthly for phased roadmaps building brand ecosystems.
Let's build your culture →Get In Touch
Let's talk about your brand.
Tell us what you're working on. We'll come back to you within 1 business day.