2020
Each year, the NTU School of Art, Design and Media in Singapore organises the ADM Show, an exhibition that showcases the works of the graduating artist and designers from the BFA Media Art and Design Art programmes.
In a year where COVID-19 has rendered most physical experiences impossible, the show was inevitable cancelled in the midst of a nationwide lockdown. The challenge for us, was how do we design a solution to organise and showcase the wide-ranging work of 160 multi-disciplinary students whose practices span Digital Animation, Filmmaking, Photography, Visual Communication, Product Design, and Interactive Media? On top of that, how do we present their works to an important group of audience (leading creative industry experts and possible future employers) in an engaging way that has traditionally been showcased via a physical exhibition?
We conceived the notion of a travelling show; a package that contains all of the student works presented in various fashions according to what best-allowed viewers a unique experience regardless of the medium of choice.
Accolades
Red Dot Design Awards 2021 (Brands & Communication Design) – Best of the Best
2021 Art Director's Club Awards (Brand/Communication Design) – Bronze
DNA Paris Design Awards 2021 (Graphic Design/Communication Design)– Winner
In an age whereby print continues its decline, it was imperative for us to design a piece that breathed emotional tactility whilst exemplifying the beauty and power of print; one that would emotionally connect with viewers and buck the trend whereby every event and social engagement has literally gone digital. The travelling show employs the concept of 'Unseen to Seen', as the graduating cohort seek to bring to light multiple perspectives and hidden entities through their creative works. The concept ties into the broad spectrum of how creativity acts as a beacon in such difficult times to offers new insight and renewed ambition.
The notion of bringing creativity to people was also a guiding principle for our design approach. The travelling show cover was designed to have a strong graphic and textural impact in response to a year that felt unrelenting in its intensity. Using the flocking technique, we intentionally obscured the manifesto of the graduating cohort against a backdrop of a bold, neon orange cover, further emphasising on the concept of bringing to light the 'Unseen to Seen'. Upon opening of the package, one would encounter a full black on black interior, marked by an eye-catching vacuumed formed interior, which spells out the show title. Juxtaposing this are six individual packages, which are crafted with a multitude of print techniques that best showcased the nature of the disciplines.
For example, Visual Communication is represented in a French-fold publication with pages that are hidden within the inner-folds. To access these works, one has to tear along the perforated lines, further resounding and responding to the overall show concept of 'Unseen to Seen'.
Photography & Digital Imaging is presented in the form of an envelope with a keyhole; posters of the works are printed within.
Digital Animation comprises of an envelope of 3D lenticular cards, each with a few frames extracted from each of the animated films to create a mobile preview.
Product Design's catalogue consists of an intricate laser cut cover that responds to the nature of this major.
Interactive Media's package contains postcards which links to a gallery of each graduating student's works. On top of that, there is a QR code which leads viewers to an AR gallery where one can take a virtual tour of the works.
Digital Filmmaking's package contains a TV shaped flash drive which stores the graduates' films.
