ADC Young Guns 11
Get Hyped. Level Up.
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 than happy when the Art Director’s Club asked us to create the campaign and branding for Young Guns 11.
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.
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.
Creative Direction: GrandArmy
Creative Technologist: Jamie Carreiro
Experiential, Design, Campaign