The brief was to work on the total design for ADFEST 2017 held in Pattaya, Thailand.

ADFEST, the biggest advertising festival in Asia, celebrated its 20th anniversary this year. We focused on what lies beneath the achievements— the wide-spread roots. Roots grow and overcome various obstacles in order to grab onto nutrients. We used these tough-natured, thirsty “roots” as the motif for the total design. As the roots continue to absorb Asia’s history, culture, and flesh, it will grow even bigger, expanding overseas and absorbing creative nutrients around the world. Remember, ADFEST is still 20.