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.
Category
Design for Good / Motion / Film Craft
Annual ID
ADC102_MOT011G
About the Work
With music by GRAMMY® Award winner musician Lou Reed, “The Bridge” is an animated short film about mental and animal health, inspired by a real life-saving friendship.
Color plays an important role in the narrative of the film. The blue and gray tones are a metaphor for the inner mental states of both characters, as they struggle with depression and loneliness. Conversely, orange is used to represent hope and the road to healing, and first appears in short flashes triggered by the positive interactions they have with each other. “The Bridge” culminates in a fully transformed, bright, orange world reflecting the characters' now positive and hopeful mental states, following their now unbreakable human-animal bond.
Art direction was pivotal in depicting the main characters’ internal mental health struggles. The overall art direction of the film was developed to create a hostile world where our characters feel cramped and unwelcomed in the world they inhabit. The New York City we created is distinctly different from a playful PIXAR-like style. Our characters’ surroundings are distorted and feature gothic-inspired angles. Our main character designs are also distinct from the light-hearted style of PIXAR animated characters. They were created with unusual proportions and edgy, scribbled textures to portray their stress and agony. The main font for the film is heavy and full of empty spaces–another art direction technique we used to help tell the mental health story. The shaky effect on all the characters, objects, and fonts creates an overall sense of instability and a need for resolution.
2023 Awards
Total Points: 45
Gold Cube
Credits
Agency
Klick Health / Toronto
Production Company
LightFarm Studios / Rio de Janeiro
Music / Sound Production Company
Jamute / Brazil
Chief Creative Officer
Rich Levy
Executive Creative Director
Bernardo Romero
Group Creative Director
Amy Fortunato
Andrea Bistany
Communication manager
Amanda Ferguson
Executive Creative Producer
Laura Denham
Marketing & Social Strategy Manager
Brianne Cail
Senior Communications Manager
Marisa McWilliams
Supervising Creative Producer
Jen Martin
SVP, Communications
Sheryl Steinberg
VP, Business Affairs - Creative Production
Tamika Knight
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