A Delicate Balance
Mill+ had the honor of creating the Opening and Category Titles
for the 2014 AICP Awards, held in The Museum of Modern Art, New
York. Creative director Clarice Chin led the team in building an
incredible installation to celebrate the art and technique of the
With a wealth of quirky, colorful objects placed in a clean
setting, the Mill+ team bought their concept "A Delicate Balance"
to life. Clarice explained: "It was important to make all our
concepts relevant to each category. We thoroughly considered the
purpose, the venue and the AICP Awards themselves. We wanted to
make sure the elements were fun, quirky and uplifting and that they
all had a sense of humor! And after looking at the details, we
moved to the macro - looking at the actual sculpture as a whole and
how it pieced together. The whole concept was 'A Delicate Balance',
so it was about ensuring all the components came together and had a
sense of harmony - just like a concept does in great advertising,
which is what AICP is all about celebrating."
"We chose to build it physically, which was exciting as it's
something different for us that we don't get to do every day! There
were certain qualities that we could only achieve through shooting
it live-action that were really important to the piece, like
physical textures and subtle, natural lighting. We wanted to make
it feel tactile and relatable - and decided the best way to go was
to actually build it!"
"Finding the right production designer was key and Robin totally
suited the project. We felt he had the right sensibility. When he
puts things together, they feel very raw, handmade and real - but
the overall piece feels very finished and like it could live in an
actual space. He had a collection of all these quirky toys and
objects and costumes, so we were able to browse his studio and see
what we wanted to use for the categories. If we didn't find the
right piece in Robin's studio, he'd go to these amazing doll
exhibits and junkyards and search through eBay and art stores.
There was a whole range of places he trawled through!"
"Some of the categories were a little more obscure visually, but
we were always checking an object's relevance. A lot of the items
had to be rigged so that they could move on set with some CG work
in there. When it came to the installation we only bad a couple of
days to put it up in the location, a beautiful space in Venice
Beach with amazing ceilings. It was exactly what I had in mind and
everything came into place!"
Watch the Behind the Scenes here.