Achieving beauty, usability, and make-ability mean shape creating and problem solving are all a part of CBA work, as well as working with Client Associates to shape their Creative Culture. Chris Bangle, managing director of CBA: “Experience has taught me that it takes strong commitments to challenge dogmas with inspiration and direct creativity with visionary courage, to make design and a design culture great”. Chris Bangle formed CBA in Clavesana, a small village in the Langhe region of northern Italy, after leaving his position as Director of Group Design of BMW AG in 2009. He is now leading his own company, building a hybrid Studio/Design Residency for design amid the vineyards south of Turin, with room to exercise some new-found creative freedom. In addition to the studio’s activities devoted to product and car design, workshops and strategic consultancy, CBA has developed in the last five years a branch dedicated to animation and cartoons. The key idea at the basis of the Inanimatti project is a world in which things that are not alive yet embark on adventures, feel affection, have hopes and preoccupations, or can just do something as mundane as daydreaming. The Inanimatti extensive project is currently being developed by CBA, as a cartoon series, a short film and a whole world of characters.