Spectre of creation
The Festival, Competition, and Gala of the Advertising Creators Competition (KTR) is an annual celebration of the creative industry. KTR is the largest event of this type in Poland, and the organization operates all year round, promoting good practices and building the environment. The visual identification of the competition is also the identification of the Club itself.
We wanted to show the ephemeral nature of what lies at the basis of the entire industry – find a visual representation of an idea. Additionally, the symbol of this vision was to be a sword – an award made of light polished steel designed by Oskar Zięta, presented annually during the Gala.
We have designed a special construction, thanks to which the sword moves spontaneously, and is also subject to manual animation. Using the long exposure technique, we managed to get away from the basic form, replacing it with reflected light. The sword disappears and its spectrum appears. The award disappears and there appears the work for which the award is presented.
The first idea is always out of the box. Then suddenly, it fits in perfectly, with full awareness of communication needs.
Anna Zimecka, Project Director, SAR