ADCC 2025
— Brand Identity
Role
Motion Design
Agency
Rethink
The Advertising and Design Club of Canada (ADCC) hosts an annual award show and commissions a Canadian design agency each year to create a new identity for the event.
For the seventy-sixth edition, Rethink was selected to lead the brand identity. I collaborated with the design team on several directions, ultimately landing on a concept rooted in the unease surrounding generative AI; the flood of visual slop it produces and the environmental harm it causes.
Scavenging through existing AI-generated images, I repurposed them to construct characters made entirely of this AI slop. The result was a series of uncanny figures that try, but fail, to appear human, demonstrating that human creativity is irreplaceable.
The identity was motion-led and extended across the full system, from the show opener and social content to posters and print collateral.
