D&AD Jury Insights with Abby Sie: “Inspiration Is a Powerful Catalyst for Collective Growth”

This was my second year judging Sound Design and Use of Music at D&AD. I was excited about judging in person. “It’s the conversations you have between the judging that are the most important”, someone once told me. With the King's Coronation pageantry in the London air and the D&AD festival back in person after a three year hiatus, the positive energy was strong. And you could feel that in the judging room.

At the initial jury briefing, they reminded us of the theme – Make Change – and the values of D&AD: to Stimulate, Enable and Celebrate. To uphold a piece of work for a coveted Pencil, the craft of sound and music should go beyond excellence. It has to have a meaning that resonates, that pushes the envelope of what’s expected and makes a deep connection – even if that connection is to laugh. 

It was exciting to be in a room full of professionals from different backgrounds with varying disciplines – from composers, sound designers, business managers, chief creative officers and brand partnerships. We challenged each other’s biases, pushing each other out of our comfort zone in gently persuading in favour, or against, our favourite pieces. We sifted through the hundreds of entries, which were at a very high average, and held on to our gut feel.

Overall, there was still a trend of using faltering acapella vocals on spots designed to make you cry – the human voice is incredibly effective in its power to connect and affect the soul. What interested me, however, were the pieces that got under the skin without the use of usual techniques, the pieces using choices that twisted and turned, but still upheld the story whilst staying true to the brand they were made for. 

A piece that really embodied that spirit was Apple’s ‘The Greatest’, featuring the product benefits in a way that empowered the users who were physically disabled. The seemingly simple chanted lyric of the adapted song ‘I am the greatest’ was a mantra, a celebration as the protagonists went about their day. The execution of the film and song felt authentic and for me it was a line in the sand of the amazing power of brands to create awareness, promote inclusion and celebrate diversity. All the while showing off their product features. 

Another piece that was excellent across all craft categories – the use of music, sound design and audio composition – was ‘Amani’ for Meta, which told the story of a homegrown cycling team. The amalgamation of five different local music tracks, every sound effects choice and mix-warped transition elevated the piece and brought joy to the story of resilience and determination, in a heartwarming, charming way.

So you might ask the question – if this work is already being made and out in the cultural consciousness, are award shows that acknowledge it still important?

My answer has got to be ‘yes’. Inspiration is a powerful catalyst for collective growth and can drive individuals to transcend limits, pursue passions and make a meaningful impact on the world. And D&AD, with its focus on education and creative community, excels at bringing the importance of using your powers of innovation and creation to foster a better future. 

It’s by upholding these works through awards that we can hopefully motivate the next generation of creators to shape the world in ways unimaginable, with the craft of Sound Design and Music included. 

D&AD winners will be announced 24th & 25th May 2023 in London.