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DESCRIPTION

ADC YOUNG GUNS 11GET HYPED. LEVEL UP.

Description

The founders of GrandArmy were winners of ADC Young Guns 9. We’ve been part of the Young Guns family ever since, so we were more then happy when the Art Director’s Club asked us to create the campaign and branding for Young Guns 11.

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Inspiration for the campaign came from a colleague’s perspective on industry award shows - that “if life were a video game, awards are your power-ups.” We took this comical observation and ran with it, creating the YG 11 LEVEL UP campaign.

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The launch party of YG11, teased through social media for weeks in advance, incorporated a custom programmed, 60 foot wide projection of “Mega Pong,” with an interface designed in the aesthetics of YG11, and custom engineered minimalist arcade boxes.

Credits

Creative Direction: GrandArmy Creative Technologist: Jamie Carreiro Animation: DIA

Categories

Experiential Design Campaign

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