Best of Category - We Choose the Moon

Defying Gravity

The We Choose the Moon site is part time machine, part space travel simulator. This envy worthy web project let people re-live the moon landing in real-time exactly 40 years after the original mission. The four-day event was a feat of both mad tech skills and engaging storytelling. People could listen to the original NASA audio while experiencing animations that re-created each important stage of the mission and enjoying a host of other rich content.

“It’s an amazing play by play recreation of the lunar landing mission that grabbed me through sight, sound and intellectual means,” says judge Ron Thompson. “I could seriously listen to just the radio transmissions for hours, probably my favorite thing about the site amongst all the other wonderful content.” Judge Drew Ungvarsky says his whole office tuned in for the live event and felt like they were taking part in something special. “This was an ambitious idea with an execution to back it up,” he says.

Project website:
Advertising agency: The Martin Agency and Domani Studios
Creative directors: Joe Alexander, Jonathan Hills
Art directors: Brian Williams, Ben Tricklebank
Technical director: Oscar Trelles
Copy writer: Wade Alger
Interactive designers: Justin Young, Saulo Rodrigues
Animator: Peter Safwenberg
Agency producers: Darbi Fretwell, Norma Kwee
Account handlers: Carrie Bird, Jarrod Bull
Director of innovation: Mark Pavia
Art producer: Cindy Hicks
Interactive producer: Steven Hubert
Senior developer: Mark Llobrera
Flash developer: Chris Wise
Editors: Rick Lawley, Jim Vaile
Assistant editor: Shang Gao
Composer: Chip Jenkins

Note: Brian Williams did not participate in judging this entry. The other two judges unanimously chose it as Best of Category.

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Design Distinction - 574 Clips

“Equal parts hipster collectible, match game and orphan shoe humane society. Should inspire envy from digital marketers and limited edition design hounds alike.” --Judge Brian Williams

Agency: Mother
Creative directors: Linus Karlsson and Paul Malmstrom
Art directors: Jed Grossman and Mark Aver
Copywriters: Ben Hughes and Jon Lancaric
Creative technologist: Rey Peralta
Designer: Derrick Lee
Producer (creative): Imogen Bailey
Assistant producer: Bryan Reisberg
Art producer: Amita Sehgal
Production company: Greencard Pictures
Executive producers: Nick Kadner and Emily Wiedemann
Producer: Max Knies
Post supervisor: Mike Sobo
Interactive agency: Almighty
Studio director: Paul Larrow
Senior Flash developer: Marc Leuchner
Technology manager: Jeff Wilder
Account director (interactive): Emily Daniel
Client: New Balance

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Design Distinction - Kodak Interactive Tradeshow Exhibit

“I have to believe the beauty and simplicity of the installation itself said at least as much to consumers about Kodak’s brand as the content it displayed.” --Judge Brian Williams

Description: Kodak partnered with Mirror Show Management to transform their tradeshow booth experience and to stand out from the competition by creating an entirely interactive environment that shifted the customer conversation from equipment “speeds and feeds” to tailored solutions.

Initial brainstorming and creative concept by Mirror Show Management and Blue Telescope, content compiled by Partners & Napier and User Experience/User Interface/Software/Hardware-Design, Development, and Final execution by Obscura Digital, all as produced, managed and overseen by Mirror Show Management.

Client: Eastman Kodak Company

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Design Distinction - PUMA L.I.F.T

“Single minded and effortless in its execution. Remains a delight long after its simple point has been delivered.” --Judge Brian Williams

Client: Puma
Agency: Droga5
Creative chairman: David Droga
Executive creative directors: Duncan Marshall, Ted Royer
Creative directors: Scott Witt, Kevin Brady
Art directors: Kenny Kim, Brennan Boblett
Head of integrated production: Sally-Ann Dale
Executive producer, digital: Sandra Nam
Producer, digital: David Ross
Producer, broadcast: Thomas Beug
Director: Juan Delcan, Nola Pictures
Digital agency: Firstborn Creative director: Joon Park
Art director: Hannah Lee
Lead Flash developer: Jens Fischer
Executive director: Dan LaCivita
Senior producer: Melissa Jarosz
Producer: Will Russell
Lead 3D designer/animation: Eric Eng
Animation/video post production: Michael Kuzmich
3D modeling: Andrew Jerez

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Design Distinction - Synchronous Objects

“Synchronous Objects is mesmerizing. It’s simple and complex in all the right places. I’d not seen anything like it.” --Judge Drew Ungvarsky

Project website:

Description: From dance to data to objects, Synchronous Objects reveals the interlocking systems of organization in the choreography of William Forsythe’s One Flat Thing, reproduced (2000) through a collection of information objects in the form of computer animation, generative graphics and interactive tools.

Creative directors: William Forsythe, Maria Palazzi and Norah Zuniga Shaw
Produced by: The Forsythe Company and Advanced Computing Center for the Arts and Design and Department of Dance at The Ohio State University
Ohio State Project Team:
Generative Designer: Matthew Lewis (ACCAD) and Graduate Research Associates: Beth Albright (design), Michael Andereck (computer science), Sucheta Bhatawadekar (design), Hyowon Ban (geography), Andrew Calhoun (architecture), Jane Drozd (design), Joshua Fry (design), Melissa Quintanilha (design), Anna Reed (department of dance), Benjamin Schroeder (computer science), Lily Skove (dance), Ashley Thorndike (dance), and Mary Twohig (design), tracermedia (application architecture)
Consulting Researchers: Ola Ahlqvist (geography), Peter Chan (design), Noel Cressie (statistics) and Stephen Turk (architecture), Scott deLahunta (research fellow at Amsterdam School of the Arts), Jill Johnson (Forsythe Company), Christopher Roman (Forsythe Company), and Elizabeth Waterhouse (Forsythe Company)

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Design Distinction - Walt Disney Family Museum Interactives

“Second Story’s installations are always impressive. The scale of this one in particular sets it apart.” --Judge Drew Ungvarsky

Design firm: Second Story Interactive Studios
Producers: Jennifer Guibord, Melissa Paugh
Designers: Alberto Cerriteno, Kieran Lynn, Martin Linde, Erica Hassinger, Matt Sundstrom
Motion designers: Alberto Cerriteno, Tim Kviz, Martin Linde, Mike Olson, Alphonse Swinehart
Technology director: Thomas Wester
Developers: Matt Arnold, Vance Feldman, Matt Gitchell, Michael Godfrey, Oliver McGinnis
Lead systems developer: David Brewer
Video editors: Tim Kviz, David Waingarten
Design assistant: Nina Pavlich
Production artist: Rebecca Rosen
Artist: Floyd Norman
Production/QA assistants: Elizabeth Bourke, Nina Pavlich, Michael Neault, Rebecca Rosen
Sound design: Audio Wells
Content development: Walt Disney Family Foundation
A/V media design: Batwin & Robin
A/V integration: BBI
Exhibit design: Rockwell Group
Client: Walt Disney Family Foundation
Photo credit: Images Courtesy The Walt Disney Company and The Walt Disney Family Museum, LLC. (c)Disney

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Honorable Mention - Big Boston Warm-Up

Client: Lands’ End
Creative director: Adam Smith
Project manager: Richard Swaziek
Technical project manager: T. Jay Maddox
Digital agency: Firstborn
Art director: Aaron Pollick
Lead developer: Dofl Yun
Developers: Phil Baudoin, Ken Bak, Miller Medeiros
3D designers: Michael Kuzmich, Brett Swanson
Sound designer: Brett Swanson
Junior design: Tony Yoo
Executive producer: Crystinue Cho

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Honorable Mention - Bravo Gustavo

Project website:

Description: Hello partnered with the LA Phil to create an integrated campaign featuring a new website, online game and iPhone application to welcome Gustavo Dudamel, the 28-year-old conducting prodigy and new LA Phil Music Director.

Agency: Hello Design
Creative director: David Lai
Creative director: Hiro Niwa
Lead designer: Eunice Oh
Lead designer: Hajime Himeno
Flash developer: Erich Binder
Technical lead: Hugo Zhu
Technical lead: Justin Blackwell
Account director: Scott Arenstein
Project lead: Barry Chiang
Client: Los Angeles Philharmonic

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Honorable Mention - Callaway Golf - Hit It Pure

Project website:

Description: Hello created an online game for Callaway Golf that provides a virtual way to experience hitting a pure shot with Callaway Golf’s latest Fusion drivers: the FT-iQ and FT-9.

Agency: Hello Design
Creative director: David Lai
Creative director: Hiro Niwa
Design director: Sung Hean Baik
Lead designer: Christine Yu
Designer: Hajime Himeno
Flash director: Steven Sacks
3D designer: Caius Wong
Account director: Scott Arenstein
Project lead: Barry Chiang
Client: Callaway Golf

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Honorable Mention - Chipotle iPhone App

Description: The Chipotle iPhone app let’s you find the nearest Chipotle restaurant, create a custom order and pay for it all from the palm of your hand. The app let’s you browse the entire menu, customize your order and save favorites and credit card info for next time.

Design firm: Sequence
Strategy director: Tac Leung
Designers: Anna Tou, Amadeus Demarzi Illustrator: Karen West
Project manager: Uyen Vitti
Client: Chipotle

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Honorable Mention - Dance Motion Capture

Description: In this real time and dynamic markerless motion capture experience, visitors see their own dance moves performed by their favorite Sony-animated characters.

Design firm: Unified Field
Creative director: Maureen Lin
Design director: Marla Supnick
Director of technology: Jeff Miller
Animation: Valeria Pivovarova and Thomas Taveres
Client: Sony Wonder Technology Lab

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Honorable Mention - Ford SmartGauge with Eco Guide

Description: SmartGauge with Eco Guide is an LCD based instrument cluster for Ford hybrids that for the first time ever coaches drivers to help save fuel.

Design: Ford Design Team, Smart Design and IDEO
Client: Ford Motor Company

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Honorable Mention - From Memory to Action: Meeting the Challenge of Genocide

Description: Potion, C&G Partners and Small Design Firm created a new interactive experience for the United States Holocaust Memorial Museum. “From Memory to Action” focuses on the genocides in Rwanda, Bosnia and Darfur and asks visitors to take action right inside the exhibit.

Design firms: C&G Partners; Potion; Small Design Firm, Inc.; Architrave (Architects of Record for Room Renovation)
Art directors: Jonathan Alger, C&G Partners; Emanuela Frigerio, C&G Partners; Jared Schiffman, Potion; David Small, Small Design Firm, Inc.; Phillip Tiongson, Potion
Designers: Daniel Fouad, C&G Partners; Pamela Jacobson, C&G Partners; Laura Koo, C&G Partners; Justin Manor, Small Design Firm, Inc.; Caroline Oh, Potion; Sarah Pokora, C&G Partners; Avi Weinstein, Small Design Firm, Inc.
Photographers: C&G Partners; Potion; Small Design Firm, Inc.; United States Holocaust Memorial Museum
Writer: United States Holocaust Memorial Museum
Client: United States Holocaust Memorial Museum

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Honorable Mention - Giant Heart

Description: It’s been called the “most amazing view of the heart you can get without rib spreaders.” The stunningly realistic Giant Heart (over 13 feet tall and 6 feet wide) beats in synch to a user’s pulse while revealing the inner workings of the organ in exquisite detail.

Design firm: Thinc
Principal: Tom Hennes
Designer: Julie Chung
Engineering and media production: BBI Engineering with XVIVO
Exhibit fabrication: Maltbie
Metal fabrication: Milgo/Bufkin and Haresh Lalvani
Media playback and projection: 7thSense
Client: Museum of Science and Industry, Chicago

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Honorable Mention - Herman Miller

Project website:

Description: Renowned for bringing us the workplace icon, the Aeron chair, and beloved modern classics from Eames, Nelson, and Noguchi, Herman Miller partnered with Hello to form a digital strategy and design a new website to embrace the brand idea of “for a better world around you.”

Agency: Hello Design
Creative director: David Lai
Creative director: Hiro Niwa
Design director: Sung Hean Baik
Lead designer: Eunice Oh
Lead designer: Christine Yu
Lead designer: Hajime Himeno
Technical lead: Justin Blackwell
Account director: Scott Arenstein
Executive producer: Szu Ann Chen
Project lead: Barry Chiang
Client: Herman Miller

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Honorable Mention - Kansas City Royals Hall of Fame Design Your Own Ballpark

Design firm: Second Story Interactive Studios
Technology director: Thomas Wester
Producer: Erica Dillon
Designer: Christian Bannister
3-D animation: Matt Arnold
Lead integration engineer: Matt Arnold
Developers: Vance Feldman, Matt Arnold
Writer: Garth Guibord
Production artist: Rebecca Rosen
Quality assurance: Heather Daniel, Nina Pavlich
Video design: Real Media
A/V integration: Edwards Technologies Inc.
Stadium & exhibit design: Populous

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Honorable Mention - Make History

Project website:

Description: Make History is a worldwide online initiative to gather any and every 9/11 story in an effort to understand history from the perspective of those who witnessed it. Each photo is overlaid on a current street-view image of the present day, creating a “double exposure” of past and present. It speaks to where we are today: streets are filled with normal everyday activity but haunted by their past events.

Design studio: Local Projects
Art director: Jake Barton
Graphic designer: Katie Lee
Interaction designer: Ian Curry
Developers: Brian House, Andrew Mahon, Stephan Thiel
Producer: A’yen Tran
Client: National September 11 Memorial & Museum

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Honorable Mention - NIKE 6453 Interactive Table

Description: A multi-touch table with unique interface designed to be viewed from four orientations, where you would spend time playing with its content, transferring digital materials via Bluetooth/USB, or e-mailing its content to your friends.

Design: XXtraLab DESIGN
Interactive director: Ting-Han Chen
Design director: Chi-Fa Fan
Art director: Jo-Chien Chen
Physical interaction designer: Guo-Dong Lin
Lead visual designer: Chi-Huang Lu
Visual designer: Chu-Hsiang Chen
Lead programmer: Hsin-Hou Lin
Programmers: Jing-Ji Chang, Wingly Shih
Client: NIKE Taiwan

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Honorable Mention - odosketch

Project website:

Description: odosketch is a digital drawing canvas with soft color palettes, papery textures and intentional imperfections that make working in the program feel more like an actual sketchbook. We also added a playback feature that recreates a drawing from an empty canvas to the completed piece, animating the drawer’s brush strokes (complete with erasures, cross-outs and do-overs) and revealing the creative process at work.

Designer: Odopod
Creative director: Tim Barber
Technical director: David Bliss
Senior producer: Molly Dowd
Creative director: Jason Hardy
Senior developer: Nathan Manousos
Junior designer: Lindsay Burtner
Curator, content manager: Allison McCarthy
Developer: Steve Mason

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Honorable Mention - Sony Altus

Project website:

Description: To launch Sony’s Altus Wireless multi-room music system, we developed an integrated campaign including a video-driven microsite with product discovery features, posters at point-of-sale, and a series of live action videos for interactive retail kiosks at Best Buy and Sony Style stores.

Agency: Hello Design
Creative director: David Lai
Creative director: Hiro Niwa
Design director: Sung Hean Baik
Lead designer: Christine Yu
Designer: Hajime Himeno
Editor: Chris Halmo
Flash director: Steven Sacks
Flash developer: Michael Keesey
Sound: Marcelo Baldin
Executive producer: George Lee
Project lead: Barry Chiang
Client: Sony

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Honorable Mention - The Magic Story Table

Project website:

Description: By tilting and spinning The Magic Story Table, visitors can virtually “fly” anywhere to discover personal stories on an immersive treasure map of the world, then zoom into a specific story location to witness where it took place while listening to the storyteller relate the tale in their own voice.

Designers: JD Beltran + Scott Minneman
Clients: The San Francisco Arts Commission, The Cleveland IngenuityFest
Software designer: Dale MacDonald, Onomy Labs
Student writing coaching: Author Stephen Elliott and 826 Valencia: The Writing Center

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Honorable Mention - Tony Hawk RIDE

Description: Tony Hawk RIDE game peripheral for the X-Box, PS3 and Wii platforms.

Design firm: Product Council
Project team: Robert Sheldon and Greg Foster
Client: Activision

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Honorable Mention - Voices of Liberty

Description: The interactive audio installation, Voices of Liberty, shares the intimate memories of immigrants reacting to the experience of arriving in New York for the first time. Installed at the Museum of Jewish Heritage, the installation creates a soundscape of voices overlooking the Statue of Liberty.

Design firms: C&G Partners; Potion
Art directors: Jonathan Alger, C&G Partners; Emanuela Frigerio, C&G Partners; Maya Kopytman, C&G Partners; Jared Schiffman, Potion; Phillip Tiongson, Potion
Designers: Hyun Auh, C&G Partners; Redrick DeLeon, C&G Partners; Daniel Fouad, C&G Partners; Laura Koo, C&G Partners; Max Millermaier, C&G Partners; Caroline Oh, Potion
Photographers: Melanie Einzig; C&G Partners; Potion
Writer: Museum of Jewish Heritage
Client: Museum of Jewish Heritage

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