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
Digital
Annual ID
ADC102_TYP007S
About the Work
For the past 7 years, Mucho has designed the Annual Report for UC Investments. This year, for the first time ever, we’ve brought the report to life using Augmented Reality technology, UC AR representing both ‘Annual Report’ and ‘Augmented Reality’.
Last year was extremely chaotic across the market, as the returns reflect. However, the report tells the story of UC Investments’ strategy and stability: “Where others see chaos, we see opportunity.” This inspired the idea of using chaotic, kinetic, typographic illustrations. Using animation and augmented reality, we brought order to chaos.
To do this, we worked with illustrator John Burgess to create kinetic typography illustrations and animations based on core messages throughout the report. Inspired by Robert Brownjohn and his typographic study ‘Watching Words Move’, our type as image approach uses a similar thinking to Brownjohn’s but in a fresh way, bringing in the third dimension, motion and AR.
Each kinetic type animation is based on a different message, representing how the UC team navigates the markets. Phrases included, 'Ups. Downs. Highs. Lows.’, ’We stay the course.’, ’Staying agile has its rewards.’, ’Deeper relationships. Stronger partnerships. Long-term results.’, ’Patience. Persistence. Progress.’. Each illustration brought its specific idea to life, and the animation allows for a motion-based representation of the phrase.
Last year was extremely chaotic across the market, as the returns reflect. However, the report tells the story of UC Investments’ strategy and stability: “Where others see chaos, we see opportunity.” This inspired the idea of using chaotic, kinetic, typographic illustrations. Using animation and augmented reality, we brought order to chaos.
To do this, we worked with illustrator John Burgess to create kinetic typography illustrations and animations based on core messages throughout the report. Inspired by Robert Brownjohn and his typographic study ‘Watching Words Move’, our type as image approach uses a similar thinking to Brownjohn’s but in a fresh way, bringing in the third dimension, motion and AR.
Each kinetic type animation is based on a different message, representing how the UC team navigates the markets. Phrases included, 'Ups. Downs. Highs. Lows.’, ’We stay the course.’, ’Staying agile has its rewards.’, ’Deeper relationships. Stronger partnerships. Long-term results.’, ’Patience. Persistence. Progress.’. Each illustration brought its specific idea to life, and the animation allows for a motion-based representation of the phrase.
2023 Awards
Total Points: 21
Silver Cube
Credits
Agency
Mucho
Creative Director
Rob Duncan
Designer
Dongsik Paul Jeon
Design Director
Lyam Bewry
Project Manager
Vickie Wu
Senior Designer
Cindy Zheng
Associate Partner
Luke Robertson
Augmented Reality
Vadim Zaychik
Eugene Gushchin
Illustrations
John Burgess
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