ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. 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.

2024 ADC Awards - Publication Design

Gummies

Agency indego design / Macau + Naughty Roll / Macau

Client Naughty Roll

Category

Books / Image-Driven

Annual ID

ADC103_PUB001G

About the Work

The creation of "GUMMIES" is a response to a dystopian world. After Covid-19, we entered a dilemma, with all kinds of situations between the real and the unreal, and this is the central idea of the work "GUMMIS".

A large number of illustrations and pictures are used in this work, and they are presented symmetrically. The illustrations on the right side of the work use bright spot colors to create a strong visual impact, expressing the author's shock and understanding of this dystopian world. The images on the left side of the work echo the mood of the illustrations on the right side, which show a lot of eerie effects of plastic texture, suspension, and artificial treatment, showing the countless social and interpersonal situations in the real world. In the pictures, we can hardly see the details of human faces, which symbolize the indifference of people to the world, while the various fallacies triggered by the proliferation of multimedia are also reflected.

However, it is easy to see that the most interesting thing is that the images on the left side are generated by artificial intelligence, so the author first interprets and analyzes the illustrations that have been created through artificial intelligence, and then outputs the images. As an experimental act aimed at exploring how AI perceives works created by humans, at the same time, those seemingly real worlds that don't make so much sense are also exposed by the author.

"GUMMIES" uses unique visuals to prompt viewers to contemplate reality, illusion, human-technology relationships, society, and interpersonal connections. It inspires reflection on the complex world we live in and the need to find meaningful answers amidst contradictions and puzzles.

2024 Awards

Total Points: 45

Credits

Design Firm

indego design / Macau

Client / Brand

Naughty Roll / Macau

Art Director

Ieong Kun Lam

Designer

Ieong Kun Lam

Illustrator

Ieong Kun Lam

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