ROOF Studio Animates Eye-Catching Vignettes For ADC Annual Awards 2025

Mar. 12, 2025

Animation studio ROOF Studio recently partnered with the newly-formed MullenLowe Design Studio (MLDS) on a bespoke campaign for the ADC Annual Awards – the world’s longest-running awards program for creative excellence. Designed to drive entries and celebrate the creative community, the campaign's centerpiece is a series of surreal animated shorts directed by ROOF Studio Co-Founder and Creative Director Guto Terni.

Built around the concept of “Be Seen by the Best Eyes,” the nine film vignettes feature CG-animated eyeballs in unexpected situations, from a cuckoo cube to a gumball machine to a bowl of noodles, daring creatives to make work that deserves to be seen by the best eyes in the business.

Fabio Brigido and João Paz, Heads of Design at MullenLowe Design Studio said:

“This campaign was a chance for us to craft a love letter to the industry we love so much. It’s a celebration of bold, ambitious work and an invitation to the creative community to show us something we’ve never seen before. That’s what inspires us, and that’s what this campaign is all about.”

 

The films were part of a larger brand identity package that included 40 poster executions, 275 unique jury posts (each with the jurors’ eyeballs), and social and digital assets, combining humor, surrealism, and nostalgia.

ROOF Studio, led by Co-Founder/Director Guto Terni, started with several vignette concepts by MullenLowe, making their final selection based on timeframe and visual potential. The eye stars as the main character in different scenarios, taking on a dreamlike quality as it interacts with the camera and reinforces the sense of being constantly watched.

Terni said:

“To bring this vision to life, I opted for hyperrealism, packing every render with intricate details. The same meticulous attention is applied to the animations, which feature complex movements and simulated extra motions to enhance realism. Together, these elements enrich the bizarre, hallucinatory style of the vignettes. I truly enjoy working on projects as curious as they are engaging. This one was weird and fun, inviting you to watch it repeatedly to capture every detail – and perhaps gifting you with a 'good' nightmare to enjoy in your sleep.”

 

Terni concluded:

“There’s something extraordinary about a process without limitations. Our partnership with MullenLowe Design Studio was pure gold. We figured that heading north would promise a great ride, so we set off on our journey. We aimed for something visually rich and eye-catching. The whole project transformed into a wonderful trip toward the unknown from that moment.”