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
Publication
Annual ID
ADC102_TYP012S
About the Work
For the past 7 years, Mucho has designed the Annual Report for the University of California Investments office. 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.
We wanted to bring some interactivity into the printed piece, working with illustrator John Burgess to create kinetic typography illustrations and animations based on the 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.
Mailed in a chaotic typographic black foil stamped envelope, the report’s vibrant university yellow contrasts the envelope. The cover has a jumble of letters, with an ‘O’ in the negative space. This is also the reader’s first typographic animation opportunity, animating to spell the word ‘Opportunity’. Amongst the jumble are clever phrases that contributed to the chaos in the markets, such as ‘GAS $’ and ‘CRYPTO’.
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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