As a starting point, it was important to interpret the design properties of the D&AD brand, whilst also evolving the campaign idea for the in-show experience.

The designers and animators set out to develop design machines that represent the industry creative vastness, inspiration and process of design development associated with winning a D&AD Pencil.

Every machine in the sequence unveils a brand associated with D&AD, whilst revealing it’s working and also heavily featuring the D&AD colour aesthetic. The design is simple and paired back, yet highlighted with colour, with the hyptonic images enhanced by intrinsic sound effects.

The team opted to complete the whole sequence in 3D, enabling them to have full control over the workflow and creation of each machine. Everything was built and animated in Cinema 4D, utilising physics simulation and manual animation methods to achieve the working of all these machines. To achieve the best and most photo-real look, the lighting and texturing was completed in vRay.

The sequence created helped to bring the brand values and articulation to life in the event space, creating an engaging, exciting and visually stimulating awards show.