Diego “Couts” Coutinho did not always know he would eventually be considered a top art director and motion graphics designer in his country. He started working at the age of eleven, fixing cars. A year later, he began working in a chair factory. During his time there, he learned what hard work really was, and what it meant to succeed. At the age of 20, he went to school to study graphic design. He was the first in his family to go university.
Despite his humble beginnings, Coutinho quickly became one to watch. He has been recognized worldwide for his talents, winning awards and festival selections. Yet, even with all he has achieved, for him it is still about doing what he loves.
“The art director is one of the people in charge of the project, so if it goes wrong, it’s your responsibility, but if that’s okay you’ll get your laurels too. In this position, beyond the possibility of having more space to act, I feel very stimulated with the possibilities to explore my own ideas and solutions for the project,” said Coutinho.
Coutinho’s success continued when he worked on the film Wish You Were Here? to celebrate the 50th anniversary of the famous D&AD Awards for design and advertising. Design and Art Direction (D&AD, formerly known as British Design & Art Direction) is a British educational charity which exists to promote excellence in design and advertising. Widely considered one of the most prestigious and difficult-to-win awards in design and advertising, D&AD celebrates the finest creativity each year across a diverse range of disciplines.
“It’s a dream to be part of the 50th anniversary of such an important festival and to play with such groundbreaking pieces of art direction and advertising. So, for a festival of such importance like D&AD to give us the opportunity to promote next year’s awards is fantastic,” said Coutinho.
The spot summarizes the five decades of the awards in a creative and unusual way, recalling memorable pieces of design and advertising that won the coveted pencil-shaped trophies. The over 20 references Coutinho’s team picked from the immense D&AD archives were reinterpreted, using various techniques like 2D and 3D animation, stop-motion, live-action and puppetry, all the while swapping characters and narratives between the ads. The resulting fragments were sequenced in a free-associative way, with elements from a scene “trespassing” onto the next creating a flowing, surrealistic narrative that reflects the ambiguous, unpredictable nature of memory.
“It was great to work with such creative freedom. Of all the work I usually do, this one was like the ‘cherry on top’ because of the creative freedom we had and all the extra fun we had along the way,” said Coutinho.
Wish You Were Here? went on to win multiple awards, including one from D&AD itself, the Wood Pencil for Branded Film Content & Entertainment online. It also won the Silver for Visual Language and Graphics at the Cannes Lions, the Gold for Title Sequence at Ciclope 2015, the Bronze in Motion Graphics at LIA, and the 2015 Merit Award for Broadcast & Moving Image/Animation at One Show.
“I like the touch of mood that is important for the pacing of the film. I believe that it is fun for people in the field, who know the history of design and advertising, to try to identify all the references,” described Coutinho. “And receiving awards in many festivals for this project was an honor and a privilege.”
In this movie, Coutinho worked on the creative team, responsible for creating what would happen in the film. The storyline connects one commercial into another, and he had to think about how to merge two or three commercials in just one shot. After this, he created motion graphics and designed the posters of the movie.
“We began exploring ideas and concepts of what could turn out to be the film. After many suggestions, we got the proposal that summarizes, in a creative and unusual way, five decades of the Awards, all the while recalling memorable pieces of design and advertising that won the coveted pencil shaped trophies, mixing the commercials in a not your typical look-back piece, however,” he described. “The biggest challenge was to implement the concept of ‘let’s put mixed commercials in one spot’. The answer was gradually emerging based on associations, sometimes associations between elements in each commercial, sometimes in action or even free associations.”
The result is not a movie to be viewed from the perspective of the common market, in which technical elements as a clear identity, typesetting, and color work clearly permeate throughout the video, according to Coutinho.
“The final product asks for a moment of questioning about what is happening in the video, a fact that is obvious when we pay attention to the way how the track was built,” he said.
To create the posters, Coutinho used the same logic that was used to create the movie. He picked over some references from the D&AD archives and reinterpreted them in a fresh new way. The result of the posters come from mixing references of the Wish You Were Here? campaign, and other posters that were awarded in D&AD in the past. He used some materials that had been used in the creation of the short, and kept the references consistent with the identity of the campaign.
“Highly motivated, Diego has an amazing professional attitude that always brings a huge production value to any project he is involved,” said Diogo Kalil, a motion designer and 3D animator on the project.
You can view Coutinho’s work on the posters here, or check out the full video here.