After brainstorming several potential concepts, we settled on one called “A Delicate Balance”. The team chose to physically build the components because there were certain qualities that could only be achieved through live-action shooting that were central to the piece, like physical textures, subtle natural lighting and dust particles. We wanted to make it feel tactile and relatable – and decided the best way to go was to actually build it.

We built an installation art piece using an assortment of objects that represent all the categories in the award show. Using the piece as a metaphor for the show itself, objects balance off each other to create a larger art installation just as facets from the industry come together and collaborate to form a successful commercial.

We were able to capture genuine, elegant moments in camera using quirky objects to create an uplifting piece that worked successfully on both a micro and macro level. It was vital that each category was represented appropriately and created a positive visual language that complemented the essence of the award show. There are so many ways of looking at the categories AICP has to offer, and we wanted to make it humorous and lighthearted. The final product was built to elicit a connection across the audience with the audience in that they could relate to and understand the reasoning behind the graphics.