D&AD’s new festival identity is collaborative. It’s a co-design drawing tool created by London graphic and experience design studio, Hato. The campaign is called Start with a Mark, referencing the belief that every Pencil-winning campaign started with a mark.
“Whether it’s a quick sketch, a quote or mid-thought doodle, plotting something on paper is the bridge to make your ideas a reality,” D&AD noted.
Anyone can add their mark to the identity being formed. D&AD is inviting its community members to add any sort of mark they wish. The interface guides desktop or mobile users (with any level of artistic ability – including none) through the process of creating dots, lines and words in 3D. You can choose brush size, type input and rotation to draw three dimensionally – or draw into everyday life using the AR mode. Selected artworks will be used by Hato to develop D&AD’s 2018 Festival and New Blood Awards creative, including 3D animations, as well as print, online and environmental graphics.
Tim Lindsay, chief executive officer of D&AD, commented, “Hato’s Start with a Mark campaign is fun, engaging, interactive and a symbol of the wonderful outcomes that creativity and craft unleash. We’re very proud that our community is, in effect, being invited to design their own Festival.”
https://youtu.be/QFAkjIFyjB4
Each animation will be shared on a collaborative gallery, which already includes contributions from D&AD President Steve Vranakis, Carly Ayres and Pio Abad. Have a go here.
Ken Kirton, creative director at Hato, explained, “D&AD’s brief was to celebrate its mission to stimulate, not congratulate. We wanted to highlight the collaborative process, and the great results that it leads to. The 3D drawing tool we developed translates the trend for 3D and spatial drawing to a web-based platform. This will allow us to take the 3D sketches into augmented reality, giving users the opportunity to project their work into their environment, and to share it in a variety of ways.”
The campaign launches D&AD’s 2018 Festival which will explore the symbiotic relationship between creativity and culture. Its 150 speakers will delve into everything from how the industry is using innovation to face the future to dealing with global social, environmental and economic issues. It will also celebrate the craft and effort that goes into great creative work.
The first speakers for the Festival are Debbie Millman, Jeff Goodby, Kyoko Yonezawa, Lernert & Sander and Joy Howard. More speakers, partners, and fringe events to be announced soon.
Buy your D&AD Festival tickets here.
