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 - Publication Design

NecoAsu

Agency OUWN / Tokyo

Client People and Thought.

Category

Books / Limited Edition / Private Press / Special Format

Annual ID

ADC102_PUB049M

About the Work

Based on the thinking that, “to not depict a cat as it is, is to express it’s true essence,” I assembled 30 different pages of cats&flowers, for this pictorial record of the exhibition. In ancient Japan, during the Edo period, lived a painter named Utagawa Kuniyoshi. He painted bakeneko (monster cats) and nekomata (a mythical 2tailed monster cat), but even in such strange compositions, I felt that he somehow expressed what made a cat unique—because I felt that the cumulation of a cat’s fluid framework, and his depictions of cats in mutated forms instead of in a straightforward manner, evoked the essence of cat-ness. Manga or caricatures, which capture the essence of someone by depicting an exaggeration of some characteristic portion of their being, are perhaps similar. Furthermore, there is a woman named Nagasawa Rosetsu—a contemporary of Utagawa. One of her most famous paintings is the “TorazuFusuma,” which features a tiger depicted majestically on the front panel of a sliding door. Curiously, its tail is strangely long, somehow resembling a cat’s. The fact is, the sliding door’s back panel features a painting of a cat, about to pounce upon some fish swimming in water. This cat is juxtaposed as the true appearance of the tiger on the front panel. In other words, the tiger is, from the fishes’ perspective, simply an enormous cat. Nagasawa’s “TorazuFusuma” does indeed depict the cat’s toughness, and its indomitable personality. We, inspired by Nagasawa’s tiger painting, made the deliberate decision to blacken and obscure this motif, rendering it unrecognizable as a cat. And then, without resorting to any generally comprehensible compositional arrangement, by exaggerating and intentionally dramatizing its strangeness, we distanced ourselves from any sense of portraiture of a realistic cat. In doing so, as stated earlier, we succeeded in capturing “a cat’s true essence.”

2023 Awards

Total Points: 3

Merit Honor

Credits

Design Firm

OUWN / Tokyo

Art Director

Atsushi Ishiguro

Designer

Eriko Nakamura

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