Ricardo Bezerra and Dandara Almeida, from Ttil Design, will be judges at D&AD 2023
Ricardo Bezerra, partner and executive director of design and strategy, and Dandara Almeida, creative director, both at Ttil Design, are two of the Brazilians who will be representing the country on the juries of D&AD 2023, a festival that takes place between the 8th and 10th of May in London.
Debuting as judges, Ricardo will be one of those responsible for the “Typhography” category, while Dandara will be part of the team that will judge the New Blood category. On PROPcast, the judges talked about their expectations for the award and what they expect from Brazil’s performance.
In addition to the expectation of participating for the first time as a judge, he expects to meet people in person. It’s one thing for you to be on one side of the counter, submitting projects, and another for you to be on the other side, evaluating them. So we change hats there all the time. It has been a very nice experience, said Ricardo, who will have a face-to-face meeting with the other judges in the category.
An admirer of the award, Dandara also stated that her expectations are high. For my part, expectations are very high. First, because of the relationship with the award, which is admirable because I’ve been following D&AD for some time, and second, because of the category that I’m going to judge. New Blood is an interesting category because it brings different challenges. I’m dealing with new talents, so there’s a change of perspective when it comes to analysis, said the director.
The partner and executive director of Ttil Design, which was honored as Top 3 in the Typhography ranking, told what he hopes to see from the entries in the category this year. I will assess the relevance. I think that the relevance of a project lies in its pertinence, in the connection that exists between execution, idea and brand strategy. Another component, more subjective, that I particularly hope to identify is the ability to express, to make one feel. The projects that make me feel are the ones that will stand out for me, explained Bezerra.
Regarding the performance of Brazil, which in 2022 ranked fifth in the D&AD ranking, both stated that they expect the country to stand out. Brazil has a creative competence that is very particular and has made a difference in the world creative scenario. We are in a moment of valuing the creation that comes from other centers. Today we live in the hegemony of an aesthetic that comes from a European center and I think that, year by year, we are deconstructing that, said Ricardo.
I really believe in the Brazilian cultural power. There are many Brazils within Brazil, so I think that, in itself, brings a layer that stands out. Brazil has this way of doing things with much less, we need to manage in ways that, many times, do not exist in other places. This makes us arrive at different results, ideas and thoughts, completed Dandara.