The Brazilian Creative Club is the most important advertising institution in the country. Since 2012, the Club promotes its own Festival, that awards the creative work that stood out during the year and that brings great names to discuss all areas of creativity. Each year, the Festival has a different theme and a new campaign.

For 2018, we were inspired by the place where new ideas are: the unknown. With an obscure and abstract campaign, hazy as the uknown itself, we portraied the never-ending battle between creatives and the unknown, as well as all the emotions that comes with it, such as agony, fear, fascination, pleasure, obsession, frustration and many others.

To create the big shapes shown in the posters, we used generative design. Because of that, we had no control over their final result, making the creative process of the campaign a reflex of the uknown itself. Each shape represents one of the emotions we usually feel while searching for new ideas.