The team, led by Mill+ Creative Director Carl Addy and
Director Ivo Sousa, worked to bring the project to life from initial
creative concept to the final execution, ensuring that the ideas worked across
multiple touch points in an intriguing and striking way.
Every year, the D&AD awards highlight original thinking and
inspirational work, which reverberates through the creative industry.
The concept was therefore based on an insight into the power of industry
trends and fashions.
The team set out to depict this culture through the inclusion of graphic
patterns that move in a harmonious shared direction - a uniform visual
As you move in closer you see that the anomaly in the system is depicted
at its epicenter by an icon representing the D&AD awards. Pulling out wider,
the film makes reference to the power of originality and its followers by
seeing the disruption change the landscape into a new graphic form, a form that
again settles into a new pattern.
Creative Director Carl Addy comments, “The power of great work
is undeniable. The best ideas are catalysts for change. Each year the crop
of D&AD winning work goes on to define the industry’s benchmark for
category defining creativity. This year’s title sequence observes this
pattern as we watch the effect of a single idea changing a visual landscape."
Director, Ivo Sousa explains; “The creative industry is
filled with trends which touch all of us and influence the way
we tackle, develop, analyse and approach our work. They are made out of
unique ideas, which capture our attention alluringly and make us want to embrace
For this year’s D&AD awards ceremony we were looking into the development
of a new idea, which strongly shakes the current trend like a
cataclysmic moment and turns it into a new norm.
The project involved a combination of key creative softwares such
as C4D, After Effects, Illustrator and Houdini. The biggest
challenge was to bridge the shots, due to the use of different
softwares, so they would match in 'look and feel' and achieve an
Producer Alex Finch says; "We were very excited and proud to be asked take
part in creating the show titles again for this years D&AD awards.
As a celebration of creative thinking and original
ideas, we wanted to make a powerful piece that represents those core values and
the impact they have on our industry. We hope we've done it justice!"