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
Craft in Motion / Film / Motion Graphics
Annual ID
ADC102_MOT077M
About the Work
Microsoft Designer is an amazing tool that helps creative people to turn their ideas and material into beautiful and shareable content. It empowers them to go further and achieve their professional goals and expectations, right when they need inspiration.
Not only is it a powerful tool for making your own designs and customizing your content and photos, but it also offers and suggests a wide range of templates, generating a variety of stunning designs, plus a kick off on how to share them. The new bleeding edge technology integrates AI for developing custom images and layouts just by typing your first thought.
Our film’s mission is to demonstrate how the app flows in a short, efficient, clear and fun way.
We aimed to show the right balance, between a realistic product UI flow and the emotional thrill to engage users. Rather than a tutorial, the challenge was to achieve a motion piece that tickles senses, along with presenting the user interface, highlighting the main features of the app.
Energetic, and slightly upbeat, the piece seeks to capture the feeling of a creative process and the sweet energy behind it that reveals how imagination comes to life.
In our vision, the nature of the elements needed to be visually appealing, the scenes should look balanced and the mix between ethereal images and realistic scenarios to be harmonious. In other words, our goal was to hit the ‘dynamic & fluid’ perception point.
We bet on realistic CGI elements and sets, not only to complement and boost the scenes, but also to elevate the imagination of the creators to enhance the use of the app.
The final result is part of our mission - to always show an indulgent, sensory and irresistible world. In this case, giving the perfect image to the process of cooking.
2023 Awards
Total Points: 3
Merit Honor
Credits
Design Firm
NotReal / Madrid
Client / Brand
Microsoft / Seattle
Art Director
Valeria Moreiro
Creative Director
Valeria Moreiro
Executive Producer
Roberto Connolly
Sound Designer
Fabrizio Martini
2D Animation
Martin Muerza
Mauricio Navas
2D Design
Florencia Porreca
Mercedes Ginzo
3D Animation
Sergio Fuego Damonte
Juan Pablo Sciaccaluga
Oscar Pettersson
Federico Piccirillo
3D Design
Vitor Teixeira
Roberto Juarez
Simon Appel
John Melad
Danil Tabacari
Valeria Moreiro
Animation Direction
Sergio Fuego Damonte
Compositing & Color Grading
Mauricio Navas
Creative Studio
NotReal / Madrid
Lighting and Shading
Vitor Teixeira
Valeria Moreiro
Project Manager & Line producer
Mercedes Ginzo
Rendering
Sergio Fuego Damonte
Storyboard Artist
Joana Cabrera
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