ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.

2022 ADC Awards - Motion / Film / Gaming Craft

NHL Brand Film

Agency Elastic / Santa Monica

Client ESPN


Craft in Motion / Film / Visual Effects

Annual ID


About the Work

Exploring the concept of “what lies underneath the ice”, we embarked to mark the return of NHL games to ESPN (after 20 years) with this ambitious and frosty mix of CG and 2D motion design. The brief was to design a visual language that has the authenticity of hockey and build a creative platform that could be expanded on beyond the linear film. We applied that by finding unique ways of looking at the sport, the speed, the grace of moment, textures and ice. Ice was particularly interesting because of its surface quality and the way it moves when viewed in time-lapse stop motion that really allowed us to express motion in a different way. We started with these abstract ideas and themes but the challenge was how to visualize those ideas while making it feel authentic and fresh to the audience, whilst thinking about how to break it down beyond a linear brand film. Movement under the ice was challenging but that really made a unique impact because it’s an unusual visual point of view.

2022 Awards

Total Points: 3

Merit Honor


Post Production Company

Elastic / Santa Monica


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