The
Brazilian Creative Club is the most important advertising institution in the
country. Since 2012, the Club promotes its own Festival, that awards the
creative work that stood out during the year and that brings great names to
discuss all areas of creativity. Each year, the Festival has a different theme
and a new campaign.
For 2018,
we were inspired by the place where new ideas are: the unknown. With an obscure
and abstract campaign, hazy as the uknown itself, we portraied the never-ending
battle between creatives and the unknown, as well as all the emotions that
comes with it, such as agony, fear, fascination, pleasure, obsession,
frustration and many others.
To create
the big shapes shown in the posters, we used generative design. Because of
that, we had no control over their final result, making the creative process of
the campaign a reflex of the uknown itself. Each shape represents one of the
emotions we usually feel while searching for new ideas.