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Some of the brightest new student work at D&AD New Blood 2016

When the industry is stale or freaking out about Snapchat at Cannes, messing with native, programmatic and reactive social, it’s not especially novel to look to the next generation for hope, solace and new ideas. However, with full access to the best tools to visualise their ideas, a deep understanding of cultural trends, this year’s D&AD New Blood entrants are definitely showing us the high standard of graphic design and animation required to do an idea justice.

D&AD invited me to sit on the Design Bridge Jury this year, which meant sifting through hundreds of entries prior to sitting in a room all day and voting on all the brilliant work. And rubbing shoulders with titans and rising stars in the industry makes you check yourself. Here are the lovely people on the jury.

Aside from the high calibre of talent and the craft, there’s the ideas. Even though at first glance you can get seduced by the filmmaking, this is where obviously the greatest work shone. And it’s hard for students today because this standard is so high.

The Design Bridge brief, in my opinion, whilst it looks amazing, was a tough one to crack. With obvious ‘traps’ along the way, you could be easily forgiven for mediocre work yet still ‘answering’ the brief. You can see the brief here. One of the hardest things that entrants clearly struggled with was the balance between fully understanding the brief, coming up with an insight based idea, naming their brands and designing the identity. It’s the juggling act of those 4 things that came together so well in the best pieces. Oh, and of course there’s producing a kick-ass film to tell the story.

Whilst the process was thorough and we in my opinion voted fairly (there were no favourites), these are the winning pencils and the ones to watch in the future.

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