THE 104TH ADC AWARDS
“Be Seen By the Best Eyes”

For the 104th running of the prestigious ADC Annual Awards, the MullenLowe Design Studio created a campaign focused on peepers. But not just any peepers. The sharpest, most discerning ones there are. Because, yes, while there are numerous platforms to showcase an artist's work today, none compare to the ADC Annual Awards, where the best eyes in the biz are ready to see and elevate craft to another level.

To bring the campaign to life, the studio scripted a series of surreal visuals and animated shorts, each starring eyes of all shapes, sizes and attitudes. We called it 'Be Seen by the Best Eyes,' because, well, isn’t it obvious?

Manifesto

There’s never been a better time for getting noticed.
Views, likes, whatever the hell a retweet is called now… it’s a veritable buffet of empty calories for personal validation.
But that’s a problem. When it’s just peers and parents smashing the like button, the creative sea can feel pretty shallow. There are spaces where the craft runs deeper.
Where eyes that make careers are eager to set their sights on work that moves the needle, because they’re attached to brains that routinely move needles. The great thing is these eyes, the best eyes, are once again ready to be poked right in the lens in ways that blind them from seeing or caring about anything else. But only if you take work they’ve never seen and clamp it around their optic nerves like a vice. Whatever you do, we’re ready to see it. Ready to see you.

Make it impossible to look away.

Client: The One Club for Creativity, New York for ADC 104th Annual Awards
Concept: MullenLowe Design Studio
Head of Design: Fabio Brigido, João Paz
Design Directors: Marcio Doti, Allie Hughes, Caca Barabas
ACD, Writer: Jack Loftus
Design Team: Rafa Rosa, Christian Meissner, Leonel Guardado, Angela Sun, David Jimenez
Producer: Chloe Schulberg
Project Manager: Cassie Horne, Kemit McCullough
Senior Motion Designer: Christian Meissner
Production Company, Animation Production: ROOF Studio, Brooklyn
Director, Art Director: Guto Terni
Executive Producer: Fernanda Curi
Production Supervisor: Fernanda Fraiz
Head Producer: Marcio Lovato
CGI Tech Director: Heber Conde
Pipeline TD: Carlos Hallan
Layout 3D and Animation: Heber Conde, Guto Terni
Lookdev: Lucas Almeida, GutoTerni
3D Model and Lookdev: Sergio Paulo
Music and Sound Design: Combustion Studio