Click on any phrase to play the video from that point.
[♪♪] [2012 Adobe Design Achievement Awards] [Adobe | icograda]
[Judging Video - 2012]
[female speaker] This is a record year for the Design Achievement Awards.
This is the 12th year for the program, and I've been very lucky to see the program grow
and expand, and the international participation has been wonderful.
[Claire Erwin - Sr. Manager Education Community WW, Adobe]
[male speaker] The judging process for the ADAA is quite profound.
[Jon Perera - Vice President Education Marketing, Adobe]
This year we have more than 70 different countries participating.
We had almost 5,000 entries that had to be reviewed.
The judges spent time over a course of 2 full days reviewing them
and getting that down to 1,100 semifinalists, and it's a huge amount of work.
[male speaker] I've seen some projects so far where project managers and designers
[Michael Kanfi - Partner and Chief Product Officer, Twist Image, Canada]
and developers all were working hand in hand, and I think that's a beautiful thing
because that's really what it is like in the real world.
It's all about collaboration, it's about working together to solve problems and to innovate.
[male speaker] What's the work?
They just produced a beautiful level of finish, quite a high degree of technical proficiency
[Ravi Naidoo - Interactive Africa/Design Indaba, Founder and Managing Director, South Africa]
across all the work, which is pretty impressive.
[female speaker] We've seen so much professional work these days.
The accessibility to technology gives them so much freedom to test a lot,
[Fernanda Saboia - Creative Director, Tatil Design, Brazil]
to experiment a lot, to really take risks and then make something very original.
[female speaker] As judges we had a long conversation
[Susan Metros - Professor of Visual Design, USC, United States]
and a lot of discussion and debate about how important it is
that innovation and even process--thinking about how the tools are used
and what they learn from using them--
sometimes is the journey, not the destination.
[female speaker] One of the things that I really look for when I look at a piece
is to see what the original concept is.
Has this person used the software in such a way as to enhance their idea,
to see a whole concept follow through where there's a very strong beginning,
middle, and end, there's real storytelling involved.
[Nancy Juliber - Strategic Creative Media Marketing Executive, United States]
[male speaker] It's an amazing way to show what they can do
[Gregoire Cliquet - Professor and Department Head, L'Ecole de design Nantes Atlantique, France]
in graphism, in animation, in motion.
For our curriculum it's a very important competition.
[female speaker] I think it's very apt that Adobe would sponsor Design Achievement Awards
because Adobe is at the forefront of creating software that marries creativity and technology.
I think their support and their partnership for an award like this seems very synergistic.
[Hephzibah Pathak - President, Ogilvy and Mather Advertising, India]
[Erwin] As we have for the last 3 years, we have a very special relationship with Icograda,
and this relationship has allowed the program to spread its wings and fly
and have a stronger impact in international countries.
It's really exciting for Icograda this year in specific on the cusp of our 50th anniversary
[Marilena Farruggia - Managing Director, Icograda]
to be part of such an event as ADAA.
Icograda is an organization that's really about advancing and uniting
a collective interest of its members,
and ADAA serves as an excellent example of this
because it shows how we're collectively getting together to advance design education
and pair it up with advancements in technology.
Here is a panel of international creatives
[Tina Shaw - Production Manager, NBCUniversal Digital - Founder/Creative Director, Liquid Filmworks]
who represent all of the different principles,
and now they're going to come and they're going to look at your work.
Icograda really opens up the forum for that,
and Adobe is standing behind them and making it happen.
What they want to do is they want to find creatives who can push their software.
And if the software allows us that opportunity to explore and experiment,
I think that that shines very well on a company.
A lot of hard work goes into these student projects,
and this is a great way to potentially kick-start their careers.
It is just great for students to have a recognition like this at the beginning of their career.
It gives a lot of self-confidence to them.
[Naidoo] It's wonderful to see the level of consonance in what kids are thinking in Korea
or Taiwan compared to what kids are thinking in downtown San Fran or New York.
Too often I think the way design is going it's getting to really understand
the whole idea of process.
And so it's less about the object but it's about the process of how the object got there
and it's decommissioning.
I think that kind of ethos has come through with these Design Achievement Awards
because they're thinking of the entire continuum.
It's not just about the awards. It's really about the afterlife of the awardees.
[male speaker] A more important thing for students to learn through these processes
is that they're small fish in a big pond
[Richard Loveless - President, Global Connections: Art and Technology Consulting Services]
[Visiting Professor, Nanyang Technological University, Singapore] but they can really make their way
if they keep focused on their own passion and not the passion of other people.
[Cliquet] Always try to push boundaries.
Try to find a way to express yourself in a way that nobody is expecting you.
It's a very good chance to see the other cultures, other countries.
[Tetsuya Mizuguchi - Game Design, Interactive Media, Synesthesia, Q Entertainment, Japan]
This is very good stimulation.
They should be proud as a finalist.
[Shaw] Being honored and given the award--
scream it from the mountaintop.
But then it's also a challenge because now you have to keep producing
and keep thinking and keep creating that level of work.
And we want to see more, so bring it on.
[Adobe | icograda IDA, leading creatively] [♪♪]
