ADCOLOR: “The Community Demands Accountability”
Founded by Tiffany R Warren, ADCOLOR celebrates the excellence of all those historically excluded from advertising award ceremonies. Over time, it evolved into a glorious community that grows every year to further champion diversity, inclusion and excellence in creative, tech, media, entertainment, fashion, and even the food industry. It has become a multi-day event including an extraordinary conference where diverse visionary speakers present powerful ideas.
In this interview, the STUDIO join event partners STAMP to discuss their decade long collaboration with ADCOLOR, why ADCOLOR’s mission resonates with them, and what it takes to bring together the highly anticipated annual event.
Music credit: Tayo Adewole
LBB> Can you tell us about your initial involvement with ADCOLOR?
Jason and Margaret> STAMP’s partnership with ADCOLOR started in 2010. We had three weeks to make the first ADCOLOR happen.
Mary> We began our collaboration with ADCOLOR in 2013 when they produced a beautiful photography book titled “Taglines”. The project was shot at the STUDIO by Emmanuel Andre. Since then, we’ve been producing sponsor videos and graphics packages for the annual event.
LBB> How has ADCOLOR’s mission evolved over time, and how has STAMP/the STUDIO flexed to meet the evolving needs of the event / organisation?
Jason and Margaret> STAMP is proud to be part of the event’s growth since 2010. At that time, it was attended by 300 folks working within the advertising community. By 2022, the event evolved into a multi-day conference, with attendees from a variety of industries, including tech, entertainment, media and marketing with close to 1,500 guests.
Mary> The focus is on how the community moves forward while reaching back, with compelling sessions, in-depth workshops, and engaging learning, particularly for the next generation of leaders. ADCOLOR is not just an event championing diversity. It’s one that makes waves and marks real progress.
LBB> Can you describe the collaboration process between ADCOLOR, STAMP and the STUDIO?
Jason and Margaret> It’s a dream! STAMP’s selective with who we work with. There are a lot of talented teams out there, so that’s easy to find. What’s harder is finding a collaborator who shares our work ethos. Ideally, they are a boutique, women or minority-owned business. They have integrity and transparency in how they work. And they obviously have talent and smarts to deliver the goods. the STUDIO and ADCOLOR have all of these qualities in spades, so the process felt easy and organic.
Mary> Typically STAMP and the ADCOLOR team bring us a theme for the year – 2022 was Still Rising – along with a general set of design rules, and we develop style frames and some animation tests for the graphics. Usually we find we are of equal minds as to how things should look and feel. They let us go off and do our thing, with periodic check-ins to ensure we’re all aligned, and then it’s a lot of fine-tuning for the specifics of the event (presenters, sponsor info, etc).
LBB> Where do you look for inspiration for the event themes and imagery?
Mary> The diversity and representation within the ADCOLOR community is truly remarkable and we are constantly looking toward that community for inspiration. Beyond that I am always conscious of the symbolism around uses of light - this year I was thinking of Turrell and Flavin and how they use light to transform 3D spaces. The inspirations seem apt as I consider Tiffany R Warren, ADCOLOR’s founder, to be a beacon of enlightenment. She is truly remarkable. I think of the Edith Wharton quote: There are two ways of spreading light - to be the candle or the mirror that reflects it. She is both.
LBB> What are the biggest challenges in assembling the overall look and feel of the event?
Jason and Margaret> Making it feel unique, while still authentic to the client is a balancing act. Working with limited budgets to create something memorable and dramatic.
Mary> We love working with ADCOLOR as there is always a lot of creative freedom, and frankly we feel privileged to be a partner. But like any event, there are a lot of last minute adjustments and refinements. The show is never really “locked” until it’s over. Creating stunning looks that can flex to those needs, that aren’t render intensive, can be very very challenging.
LBB> What impact has ADCOLOR had on the larger media landscape?
Jason and Margaret> When we first started working with ADCOLOR, diversity and inclusion were still new words in everyone’s vocabulary. There’s no question that Tyff is a trailblazer and a groundbreaker.
Mary> The cultural impact on the industries represented has been enormous. Compare representation in the media now to 15 years ago. Companies understand the value diversity brings to their work environment and that when they celebrate people with diverse perspectives it engenders trust in their discussions richer, and the organisation is stronger
Increasing diversity alone is too simplistic - to make more progress people don’t only need to be recognised, organisations and leaders must change. ADCOLOR is the space that allows the important dialogues to take place and frankly the community demands accountability.
LBB> Why is this collaboration important to you, both personally and as a business?
Jason and Margaret> Collaborating with the STUDIO and ADCOLOR is why we got into this business. STAMP’s mission is to produce events with purpose and passion. We want to use our expertise and creativity to create impactful events that change culture for the better. Working with the Studio and ADCOLOR does just that.
Mary> Our relationship is so much more than a yearly production of graphics and animations for the prestigious awards show and conference. ADCOLOR is above all a community, and we’re grateful to be a part of that. Having said that, being asked year after year to help create the visuals that celebrate so many remarkable people is truly an honour.
