D&AD recently enlisted Hato to create the campaign 'Start with a Mark,' a co-design tool that will be shared with D&AD's community to generate this year's festival identity. The campaign was created in the belief that every great idea starts with a mark.
The digital drawing tool allows users to think, play and experiment in three dimensions and to create an animation that will be shared on a collaborative gallery, which already includes contributions from D&AD President Steve Vranakis, Carly Ayres and Pio Abad. Selected artworks will be used by Hato to develop D&AD's 2018 Festival and New Blood Awards creative, including 3D animations, as well as print, online and environmental graphics.
"D&AD's brief was to celebrate its mission to 'stimulate, not congratulate.' We wanted to highlight the collaborative process, and the great results that it leads to," explained Ken Kirton, Creative Director at Hato. "The 3D drawing tool we developed translates the trend for 3D and spatial drawing to a web-based platform. This will allow us to take the 3D sketches into augmented reality, giving users the opportunity to project their work into their environment, and to share it in a variety of ways."