The National ADDYs are being held in New Orleans this year. Mardi Gras is a wild event, but before beads and tomfoolery became synonymous with the holiday, it was known for mystery and intrigue.
We've distilled this mystery and intrigue into a Secret Society, and are cryptically sending invitations out to each agency to our yearly festivities.
I worked with the team and our creative director to create a glyph that at first blush hints at meaning but remains indecipherable, as can be seen in the first GIF, the preview teaser. As more transmissions are sent out, it is revealed to be The Society's mark, transforming into ADDY's 2017.
Working with our modern meets victorian aesthetic, I used glitch effects to animate each piece.
Stay tuned for more...