The American Advertising Awards, also known as "The Addys", is the advertising industry's largest competition. The competition spans an extensive list of categories, such as art direction, copywriting, web and logo design, branding, and photography. The 2022 edition stood out for its unique theme, "Lights, Camera, Addys," designed to emphasize New Mexico's growing influence in the film industry.
Client: American Advertising Awards
Role: Sole Designer
Tools Used: Photoshop
Collaborators: Creative Director
Scope: Postcards, Invitations, Coupons, Social Media Ads, Banner Ads, Billboard Ads, Magazine Design
Objective: Raise awareness about the event and drive ticket sales
Promoting an Event of Scale: Given the event's reputation and broad range of categories, the designs needed to resonate with a diverse audience.
Unique Theme: Incorporating the unique blend of New Mexico's rising fame in the film industry.
Multi-Platform Strategy: From print to digital, the designs had to be versatile and effective across various platforms.
COVID-19 Restrictions: The event was to be held both in-person and online due to ongoing pandemic safety protocols.
Concept & Inspiration: I sought to capture the essence of New Mexico's natural beauty, juxtaposed with the old-world charm of film. The iconic White Sands National Park was my choice for representing New Mexico, and an old-school film projector symbolized the film industry.
Design Strategy: I took a less common route, opting for a Photoshop-based design instead of the usual vector-based layouts. This gave the visuals a more textured and nuanced look, echoing the richness of the subjects they represented.
Promoting an Event of Scale: Given the event's reputation and broad range of categories, the designs needed to resonate with a diverse audience.
Unique Theme: Incorporating the unique blend of New Mexico's rising fame in the film industry.
Multi-Platform Strategy: From print to digital, the designs had to be versatile and effective across various platforms.
COVID-19 Restrictions: The event was to be held both in-person and online due to ongoing pandemic safety protocols.
Concept & Inspiration: I aimed to blend the striking New Mexico landscapes with the nostalgic elegance of classic cinema. The iconic White Sands National Park was my choice for representing New Mexico, and an old-school film projector symbolized the film industry.
Design Strategy: I took a less common route, opting for a Photoshop-based design instead of the usual vector-based layouts. This gave the visuals a more textured and nuanced look, echoing the richness of the subjects they represented.
Concept & Inspiration: I aimed to blend the striking New Mexico landscapes with the nostalgic elegance of classic cinema. The iconic White Sands National Park was my choice for representing New Mexico, and an old-school film projector symbolized the film industry.
Design Strategy: I took a less common route, opting for a Photoshop-based design instead of the usual vector-based layouts. This gave the visuals a more textured and nuanced look, echoing the richness of the subjects they represented.
The advertising campaign successfully increased awareness about the event and boosted ticket sales. The designs not only captured attention but also seamlessly integrated into the brand's larger narrative, solidifying the event's position as a beacon for advertising excellence.