For its 97th Annual Awards, the ADC interviewed some of the world’s best creators, asking “Where will craft take us?” Their filmed responses served as the bedrock for the awards’ promotional campaign. In print, light and shadow illuminated shapes, faces and words brought the creators’ ideas into vivid relief and built an evocative, eye-catching brand identity. Seemingly simple, the textures on each promotional piece reveal an eye for detail from Sid Lee’s creative team.