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.
Category
Craft in Motion / Film / Motion Graphics
Annual ID
ADC104_MOT065M
Our brief was to produce a video to be shown at the venue for the 2023 D&AD Awards Exhibition in Tokyo. So we developed a storyline and soundtrack that showcased the exhibition’s overall creative concept, ‘It works’, in a dynamic and visceral way. Displayed on multiple monitors at the venue, the video served to heighten the impact of the exhibited works, as well as to reinforce our central premise that the true measure of good design is not aesthetic value, but functional value. Using continuous camera movement and dramatic changes in perspective, the video traces flow-lines of creative energy as they make their way across a vast power grid. Throughout the video, a musical soundtrack evokes the sound of tower construction. To ensure authenticity, field recordings of the metallic sounds produced by actually striking steel pylons were made before studio recording began. Dissonance was also deliberately used to express the inorganic nature of power pylons in contrast to the silence with which they perform their essential and far-reaching task. Working together, the motion graphics and soundtrack highlight the extraordinary — and often unsung — behind-the-scenes effort that is required to create award-worthy designs that truly ‘work’.
2025 Awards
Total Points: 3
Merit Honor
Credits
Agency
Dentsu Inc. / Tokyo
Design Firm
Adbrain Inc.
Agency In-House Production Company
Dentsu Creative Cube Inc. / Tokyo
Art Director
Hiroyuki Kato
Asuka Yamamoto
Copywriter
Mayu Iida
Creative Director
Haruko Tsutsui
Designer
Ryohei Wada
Syuka Miyata
Director
Mami Kawashima
Executive Creative Director
Yoshihiro Yagi
Producer
Tomoki Mizutani
English Copywriter
Scott Lehman
Director(Case film)
Sora Terui
Music
Shinichi Suda
Music(Case film)
Suika Isu
Production Manager
Rina Gion
Takeshi Okada
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