| Title | 2015 TITLE SEQUENCE |
| Brand | D&AD |
| Product/Service | D&AD AWARDS |
| Category |
F05. Motion Graphics / Moving Images Design |
|
Entrant Company
|
THE MILL London, UNITED KINGDOM
|
|
Advertising Agency
|
THE MILL London, UNITED KINGDOM
|
|
Production Company
|
THE MILL London, UNITED KINGDOM
|
Credits
| Carl Addy/Nils Kloth |
Mill/ |
Creative Director/Director |
| Luke Colson |
Mill/ |
Executive Producer |
| Alexandra T/Pelham |
Mill/ |
Art Direction/Typography |
| Oana Anghel |
Mill/ |
Producer |
| Fred Huergo |
Mill/ |
3d Lead Artist |
| Anthony Fieldsend/Stephanie Dewhirst/Daniel Fitzgerald |
Mill/ |
3d Artist |
| Can Y. Sanalan/Alex Caldow/Marie Tricart/Melanie Climent |
Mill/ |
Matte Painting |
| Timothy Smith |
Mill/ |
Colourist |
| Charles Bigeast |
Mill/ |
Art Department |
| Hugo Vaughan Hughes/David Toba |
Mill/ |
Editor |
Brief Explanation
D&AD represents global creative, design and advertising communities. Their annual awards celebrate brilliance in commercial creativity and each year they collaborate with Mill+ on the title sequence and in-show package for the ceremony.
The Brief
The team set out to develop an idea that not only brought to life the core brand values of D&AD, but also conveyed the extraordinary tenacity and perseverance required when creating the world’s best work. Creative determination is a tireless pursuit, which is personified in the ‘ASCEND’ concept.
How the final design was conceived
The concept takes five of the iconic D&AD pencils and visualizes them as individual mountains, each constructed from the materials represented in each award. From the Wood through to Yellow and Black pencils, we see the range depicted in varying heights, mirroring the levels of challenge associated with winning each one of these coveted accolades.
The team of designers created a bespoke headline font based on the classic Times typeface, as well as constructing the mountain graphics using Cinema4D, in conjunction with custom textures created by a team of matte painters. These print elements were then paired with a dynamic moving image title sequence, in which we see the mountains of creativity brought to life, paired with a gripping and emotive soundtrack.
The aim was to capture the obsessive nature of the creative pursuit. In an almost meditative like film, the team have stripped out all the noise and distraction that comes with the industry and leave the viewer contemplating the monolithic form representing the single-minded focus on the award. That’s what it takes, a tireless journey, constantly having the goal in sight no matter how daunting
Indication of how successful the outcome was in the market
The sequence created helped bring the brand values and articulation of the awards to life before and during throughout the event, engaging and exciting the attending audience.