Academy of Motion Picture Arts and Sciences Design & Branding 2011 ACADEMY AWARDS INVITATION by ADAMSMORIOKA


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Industry Shows, Events & Festivals
Media Design & Branding
Market United States
Creative Director Monica Schlaug, Sean Adams, Noreen Morioka
Released March 2010

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Product/Service: INVITATION
Date of First Appearance: Jan 1 2011
Entrant Company: ADAMSMORIOKA, California, USA
Executive Director: Ric Robertson (AMPAS)
Creative Director: Monica Schlaug (AdamsMorioka)
Creative Director: Sean Adams (AdamsMorioka)
Creative Director: Noreen Morioka (AdamsMorioka)
Media placement: Invitation - guests - 1 January 2011
Media placement: Ticket Package - guests - 12 January 2011

Describe the brief from the client
The Academy Awards is a very exclusive event, and the protocol for ticketing and attendance is extremely complicated. The design problem is not only to create an elegant invitation, but also one that delivers all required information in the clearest way possible, to create a seamless experience for both staff and invitees.

The invite package contains multiple versions of the invite card and RSVP with messaging specific to Academy members, and Guests of the Academy. The ticket package combines show and ball tickets, rules, and arrival instructions into a compact folder, with nested pieces that organise everything an attendee will need.

Describe the challenges and key objectives
With multiple types of attendees, security, and a variety of receptions, the instructions for each type of attendee and area were complex. Tickets were available for a variety of audiences, and press and restrictions varied for each.

Describe how you arrived at the final design
We literally mapped out each type of guest of the awards and found common information and grouped unique information in their own booklet or page. We then worked closely with the client, ticket takers, valet and security to problem solve any communication issues that could not be correctly identified and solved within seconds.

Besides the logistics, the invitation still needed to be elegant and memorable. With foil stamping and embossing the holder, we were able to fill each with the correct types of information for each guest.

Give some indication of how successful the outcome was in the market
This year, there was a record of the least amount of guest "issues" at the red carpet, reception and ceremony. The board was extremely pleased with the invitation and felt that the charm and crafting of old Hollywood was wonderfully remembered.