Under the theme “Land of Ads,” the show unfolded as a friendly, psychedelic world—loosely inspired by Schoolhouse Rock, where animated characters followed an advertising idea on its way to realization, learning darkly comic lessons along the way.

We focused our attention on Boston itself for this show, which became a celebratory portrait of the city, built from an eclectic pop-art collage of found footage, hand-drawn graphics, and heavy texture. An original in-house soundtrack set the rhythm for the night, while custom inflatables, live performers, and a surprise appearance by Keytar Bear helped turn the awards show into a full live spectacle.

Oversized physical builds, including custom CNC’d Lego-style forms, paired with animated graphics and live performers in gold glitter Zentai suits, built toward an intentionally over-the-top finale. The work extended beyond the stage as well, with a laser-cut interpretation of Boston’s topography created for the Hatch book cover, bringing the same physicality and craft to print.