Fabio Brigido and João Paz, who head up the new Mullenlowe Design Studio in NYC, combine forces with ROOF director (and fellow Brazilian) Guto Terni on this crazed call-for-entries campaign for the ADC Annual Awards, the industry’s longest running award show.

Fabio Brigido and João Paz: “This campaign was a chance for us to craft a love letter to the industry we love so much. It’s a celebration of bold, ambitious work and an invitation to the creative community to show us something we’ve never seen before. That’s what inspires us, and that’s what this campaign is all about.
 

“This campaign was a chance for us to craft a love letter to the industry we love so much. It’s a celebration of bold, ambitious work and an invitation to the creative community to show us something we’ve never seen before.”

 
“The concept, ‘Be Seen by the Best Eyes,’ cuts through the noise of likes and retweets by focusing on what truly matters: recognition by industry experts whose opinions shape careers and define what’s next in the creative world. The campaign features nine bespoke film vignettes, 40 poster executions, and 275 unique jury posts (each with the jurors’ own eyeball).

“In an era where validation often feels like an endless buffet of empty calories, the ADC Annual Awards offer something far more substantial: the discerning eyes of the best creative minds in the world. These are eyes that don’t just glance but see deeply, evaluating work with the same craftsmanship and care that went into creating it.”

“CUCKOO” (above)
 
“TAKEOUT”

 
“GUMBALL”

 
“POOL”

 
Client: ADC Annual Awards

Agency: MullenLowe Design Studio
Head of Design: Fabio Brigido, João Paz

Production: ROOF Studio
Director: Guto Terni