ROOF Studio – Guto Terni | ADC 104th Annual Awards – Be Seen by the Best Eyes
ROOF Studio recently partnered with MullenLowe Design Studio on a bespoke campaign for the ADC Annual Awards, the world’s longest-running awards program for creative excellence. The campaign’s centerpiece is a series of surreal animated shorts directed by ROOF Studio Co-Founder/Creative Director Guto Terni.
Based on the concept Be Seen by the Best Eyes, the nine film vignettes feature CG-animated eyeballs in unexpected situations, from a cuckoo cube to a gumball machine to a bowl of noodles, daring creatives to make work that deserves to be seen by the best eyes in the business.“This campaign was a chance for us to craft a love letter to the industry we love so much,” said Fabio Brigido and João Paz, Heads of Design at MullenLowe Design Studio. “It’s a celebration of bold, ambitious work and an invitation to the creative community to show us something we’ve never seen before. That’s what inspires us, and what this campaign is all about.”
The films were part of a larger brand identity package including 40 poster executions, 275 unique jury posts (each with the jurors’ eyeballs), and social and digital assets.
ROOF Studio and MullenLowe made their final selection of vignette concepts based on timeframe and visual potential. In different scenarios, the eye stars as the main character, taking on a dreamlike quality as it interacts with the camera and reinforcing the sense of being constantly watched.“To bring this vision to life, I opted for hyperrealism, packing every render with intricate details,” says Terni. “The same meticulous attention is applied to the animations, which feature complex movements and simulated extra motions to enhance realism. Together, these elements enrich the bizarre, hallucinatory style of the vignettes. I truly enjoy working on projects as curious as they are engaging. This one was weird and fun, inviting you to watch it repeatedly to capture every detail – and perhaps gifting you with a ‘good’ nightmare to enjoy in your sleep.”
Ad Agency: MullenLowe Design Studio Head of Design: Fabio Brigido, João Paz Design Directors: Marcio Doti, Allie Hughes, Cacá Barabás ACD, Writer: Jack Loftus Design Team: Rafa Rosa, Christian Meissner, Leonel Guardado, Angela Sun, David Jimenez Producer: Chloe Schulberg Project Manager: Cassie Horne, Kemit McCullough Senior Motion Designer: Christian Meissner
– Production & Animation Company: ROOF Studio Director/Art Director: Guto Terni Executive Producer: Fernanda Curi Production Supervisor: Fernanda Fraiz Head Producer: Marcio Lovato CGI Tech Director: Heber Conde Pipeline TD: Carlos Hallan Layout 3D and Animation: Heber Conde, Guto Terni Lookdev: Lucas Almeida, GutoTerni 3D Model and Lookdev: Sergio Paulo
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ROOF Studio recently partnered with MullenLowe Design Studio on a bespoke campaign for the ADC Annual Awards, the world’s longest-running awards program for creative excellence. The campaign’s centerpiece is a series of surreal animated shorts directed by ROOF Studio Co-Founder/Creative Director Guto Terni.
Based on the concept Be Seen by the Best Eyes, the nine film vignettes feature CG-animated eyeballs in unexpected situations, from a cuckoo cube to a gumball machine to a bowl of noodles, daring creatives to make work that deserves to be seen by the best eyes in the business.
“This campaign was a chance for us to craft a love letter to the industry we love so much,” said Fabio Brigido and João Paz, Heads of Design at MullenLowe Design Studio. “It’s a celebration of bold, ambitious work and an invitation to the creative community to show us something we’ve never seen before. That’s what inspires us, and what this campaign is all about.”
The films were part of a larger brand identity package including 40 poster executions, 275 unique jury posts (each with the jurors’ eyeballs), and social and digital assets.
ROOF Studio and MullenLowe made their final selection of vignette concepts based on timeframe and visual potential. In different scenarios, the eye stars as the main character, taking on a dreamlike quality as it interacts with the camera and reinforcing the sense of being constantly watched.
“To bring this vision to life, I opted for hyperrealism, packing every render with intricate details,” says Terni. “The same meticulous attention is applied to the animations, which feature complex movements and simulated extra motions to enhance realism. Together, these elements enrich the bizarre, hallucinatory style of the vignettes. I truly enjoy working on projects as curious as they are engaging. This one was weird and fun, inviting you to watch it repeatedly to capture every detail – and perhaps gifting you with a ‘good’ nightmare to enjoy in your sleep.”
Ad Agency: MullenLowe Design Studio
Head of Design: Fabio Brigido, João Paz
Design Directors: Marcio Doti, Allie Hughes, Cacá Barabás
ACD, Writer: Jack Loftus
Design Team: Rafa Rosa, Christian Meissner, Leonel Guardado, Angela Sun, David Jimenez
Producer: Chloe Schulberg
Project Manager: Cassie Horne, Kemit McCullough
Senior Motion Designer: Christian Meissner
–
Production & Animation Company: ROOF Studio
Director/Art Director: Guto Terni
Executive Producer: Fernanda Curi
Production Supervisor: Fernanda Fraiz
Head Producer: Marcio Lovato
CGI Tech Director: Heber Conde
Pipeline TD: Carlos Hallan
Layout 3D and Animation: Heber Conde, Guto Terni
Lookdev: Lucas Almeida, GutoTerni
3D Model and Lookdev: Sergio Paulo
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Music & Sound Company: Combustion Studio