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 love letter to the creative community. Through a series of surreal animated shorts—think Pixar meets vintage ’90s MTV—we brought the idea to life in collaboration with ROOF Studio Brooklyn, telling the story of those “best eyes”—the ones shaping careers and what’s next in creativity.

The full vision included nine bespoke animated films, 40 poster executions, and 275 unique juror‘s posts that used their actual eyeball. Countless other social and digital assets combined humor, surrealism, and nostalgia to capture attention worldwide.

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

PRESS

Creativity Worth Seeing [The Drum]
Stared to Death [Brand New]
All Eyes on the Annual ADC Awards [Shots]
I can't get enough of this eye-catching Pixar-meets-MTV branding [CreativeBloq]
Interview with ROOF Studio Co-Founder/Creative Director Guto Terni [Motionographer]