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 - Motion / Film Craft

"Ugly"

Agency Matt

Client Nas

Category

Motion / Film / Music Video

Annual ID

ADC102_MOT053M

About the Work

The powerful music video for "Ugly" by grammy-winning rapper Nas is a single released from his Magic project. Edited by Matt Carter and directed by Hidji with Little Minx, the video received Gold at the 2022 Ciclope Festival. Shot in black and white, the piece uses this simplicity to speak about poverty and the problems people face who are aiming to escape the struggle. Nas raps about the potential pitfalls one could fall into whether it be gang violence or simply falling victim to greed and envy. Matt’s superb use of archival footage, spliced with shots of Nas provides us with a real, poetic, and abstract piece that’s literal at the same time.

2023 Awards

Total Points: 3

Merit Honor

Credits

Artist

Matt Carter

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