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 - Product Design


Agency Area 23, an IPG Health Company / New York + Dalmatian Cow / Los Angeles + Blind Pig / London

Client Horizon Therapeutics


Science / Medical

Annual ID


About the Work

Echolocation is a sensory substitution skill that enables the blind to use their sense of hearing to visualize surroundings. However, echolocation is not widely accessible and typically takes years to learn. Consequently, just 1% of the blind community have learned the skill. Eyedar is the first mobile app that makes the life-changing ability to echolocate accessible to anyone with a smartphone. It digitizes the principles of echolocation to make the skill learnable. By leveraging newly available LiDAR scanning technology in iPhones, Eyedar maps a user’s environment and translates it into 3D soundscapes, allowing people who are blind to visualize surroundings. Our blind-led UX team built Eyedar with universal best practices of accessibility design in mind and took a blind-first approach to UX. This meant replacing visual interfaces with universally known navigation gestures and voiceover specifically paced for people who are blind, allowing them to use Eyedar with ease. Eyedar uses the iPhone’s LiDAR scanner to create a 3D map of a user’s environment. A vertical line array sweeps from left to right, with each point assigned a pitch from low to high, bottom to top. As the line sweeps the field, each point emits its assigned tone, with higher (close) or lower (distant) volume depending on proximity. The result is a soundscape that, to the untrained, sounds like a lot of noise. But the training provided by the app enables users’ minds to become accustomed to the sounds, assign meaning to them, and develop a clear mental picture over time. The only impediment to the widespread adoption of echolocation is the accessibility of learning it, which Eyedar eliminates. For the 99% of the population for whom echolocation was unattainable, Eyedar and mobile experience has the potential to redefine what it means to be blind.

2023 Awards

Total Points: 9



Area 23, An IPG Health Company / New York

Client / Brand

Horizon Therapeutics / Deerfield

Production Company

Dalmatian Cow / Los Angeles
Blind Pig / London

Chief Creative Officer

Tim Hawkey
Danilo Boer

Executive Creative Director

Jason Graff

Executive Producer

Anna Lopez

Group Creative Director

David Adler
Eduardo Tavares

Product Manager

Brian Binns

Art Supervisor

Sydney McElwee

Associate Director, Experience Design

Lauren Dellaquila

Copy Supervisor

Jake Moon

EVP, Director, Experience Design

Franklin Williams

EVP, Group Director, Integrated Production

Jen Ma

Executive Broadcast Producer

Jessica Haselkorn

Medical Strategy Director

Dane Lund

Senior UX Architect

Jeff Halpin

SVP, Director, Technology

Aaron Stack
Bill Hanff

VP, Associate Creative Director

Caitlin Workman

VP, Director of IP

Justine Pujo

VP, Director, Print Production

Frank Laport

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