Thoughts heading into the ADC jury for The One Club for Creativity

I don’t care about what just looks cool

I care about why things work

I’ve always tried to use this space to nerd out on the nuances of our craft

because I truly believe that design shouldn't be a closed door conversation

When we democratize the way we talk about design and look at it with a more analytical eye, we all get better at what we do

So, being invited to join the Packaging Design Jury for the ADC 105th Annual Awards

feels like the ultimate extension of those convos!

The Art Director’s Club is the world’s first creative industry organization

Founded in 1920, the ADC sponsors the longest running award show that celebrates excellence in design, advertising, motion, illustration, photography and craftsmanship

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What gets me excited to be on the jury isn't just looking at beautiful packaging

it’s reverse engineering the "why" behind them

We all know that great packaging has to look incredible, but the real magic happens when you see how design

-  is used as a business tool
-  shapes culture through building consumer love
- uses consumer psychology to shift behavior
-  creates a physical connection in this ever digital world

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Excited to sit down with peers and leaders to debate the details of what makes a piece of work truly exceptional

And see how the best in the world are balancing aesthetic craft with commercial utility

Honored to help spotlight the work that’s actually moving the needle for our industry

Can’t wait to see what this year’s entrants bring to the table!

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