Enter the eye-verse: MullenLowe Design Studio’s eye-opening campaign for ADC’s 104th Annual Awards

The ADC Annual Awards, part of The One Club for Creativity, is the world’s longest-running awards program for creative excellence. For its 104th edition, ADC partnered with MullenLowe Design Studio (MLDS) to craft a campaign that redefines creative validation and cuts through the clutter of digital noise and fleeting likes. “Getting noticed has never been easier or emptier,” says João Paz,  Co-head of MLDS. “Validation is everywhere, but true recognition is rare.” This insight became the driving force behind a campaign that goes beyond superficial metrics, focusing instead on the discerning eyes of industry experts. The team developed a concept that speaks directly to creatives of all scales – ‘Be Seen by the Best Eyes,’ a metaphor for the discerning gaze of industry jurors. The campaign’s core visual motif – the eye – transforms from a simple shape into a powerful storytelling device, anchored by the tagline, ‘Let’s see what you got.’ The process was intentionally nuanced, seeking to create something more than just a marketing campaign. “We didn’t want it to feel purely playful,” explains Paz. “It needed an edgy, cool type design that balanced the surreal nature of the campaign with a sense of craft and refinement.” To achieve this unique visual language, the team reduced the eye to a pixel-like scale, allowing them to create a slim, serif typeface with the motif that felt sharp and distinct. “We landed on the right proportions, edges, and angles for the serifs almost immediately, and it just felt right from the start,” explains Fabio Brigido, Co-head of MLDS. “There’s something oddly charming about the combination of wacky eye characters, intricate eye patterns, bold colours, and a refined serif typeface. It created a contrast that was unexpected yet cohesive.”