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ACADEMY AWARDS  Identity Branding

In 2009 I was asked to come up with campaign concepts for the Oscars. Inspired by photographs of Picasso’s “light drawings,” I pictured the outline of the iconic statuette as a fluid swirl of golden light. 


Although the Academy went with a more celebrity-centric campaign for the 2009 awards telecast, my original concept was resuscitated in 2013 for the 85th Annual Academy Awards. It's since become an enduring part of the Academy’s branding.


My original thumbnail

My original thumbnail

Above: Original 2009 Concept Thumbnail 

Right: Final 2013 Campaign Poster

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Picasso light drawing 

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2009 Concept Variation incorporating celebrity host

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2009 Presentation Comp

Unless otherwise noted, the work shown on these pages was either created by Rob McFarlane or produced under his creative direction.

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