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One of the tentpole events of the Association of Independent Commercial Producers (AICP)’s weeklong celebration of creativity and thought leadership, the Next Awards honors work that becomes part of the Museum of Modern Art’s Department of Film archives. Trollbäck + Company has been involved with the Next Awards since its inception—its founder/chief creative officer Jakob Trollbäck notably designed its logo, and, for last year’s opening, the New York–based agency created an experiential, live performance and projected content onto LED screens.

To kick off this year’s Next Awards, Trollbäck designed a conceptual visualization of communication and emotion in today’s digital world. A signal goes out, traveling through various channels before dovetailing into patterns and shapes that form an entire world within the AICP logo reveal. The animated piece, which took audiences on an electrifying journey through a graphically and sonically stylized 3-D world, reflects the forward-facing nature of the Next Awards.

Trollbäck took full advantage of the venue, the Tishman Auditorium at the New School, by displaying its opening edge to edge across the auditorium’s ultrawide 3:1 movie screen for a classic, cinematic feel. Additionally, stage assets for the awards ceremony—including a physical lower thirds–style platform comprised of 20 LED monitors—complement and interact with the main screen. Brooklyn-based audio studio Antfood, which scored the immersive experience with visceral arrangements, also brought a unique level of sophistication to the creative process by encouraging exploration and experimentation. With Antfood’s audio, Trollbäck bounced the visuals back and forth to create something new—the world of the Next Awards. 

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