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.

2023 ADC Awards - Brand-Side / In-House

A Look Can Say A Lot

Agency Google Brand Studio / San Francisco + Lucky Day / Portland + Somesuch / Venice

Client Google

Category

Advertising / Television / Film / Online Video

Annual ID

ADC102_BRS027M

About the Work

This short film was conceived for the 2022 Oscars and was inspired by great performances in cinema that relied on the communicative power of the human eye. Introducing Google’s new free assistive technology, Look-to-Speak, people with motor disabilities learned they could communicate using eye movements and an Android phone. The spot is comprised entirely of shots of eyes. With an intense, almost otherworldly close-up of a single eye, the spot begins with the words, “a look can say a lot” before taking the viewer on a journey through dozens of emotions. Sublime looks of romantic and maternal love, complicated moments of conflict, and expressions of joy cascade through the spot as the voiceover engages the audience to think about what a simple look can say. This short film culminates in a woman with an advanced motor disability using her eyes to control a cell phone app. At first, we don’t totally understand what she’s trying to say—until she uses her eye movements to select the phrase “It’s nice to see you” and smiles. The spot played to millions during the 2022 Oscars telecast as an homage to cinema, but also as way to celebrate the power of human connection and communication. The spot importantly featured Antoinette Fernandes one of the 26 million people with disabilities in India. Many Indians do not have access to assistive technology, but they do have access to an Android cell phone. Using the Look to Speak app, people with speech and motor impairment like Antoinette can use their eyes to select pre-written phrases and have a digital voice say them out loud, now in 5 Indian languages. The app is free to download. And the spot was posted to Google’s YouTube masthead page with over a million views.

2023 Awards

Total Points: 3

Merit Honor

Credits

Internal / In-House Agency

Google Brand Studio / San Francisco

Production Company

Somesuch / Venice

Post Production Company

Lucky Day / Portland

Director

Kim Gehrig

Editor

Corky DeVault

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