The Meaning of Immortality

Three renowned thinkers define 'immortality' for the ADC Festival

If you were fortunate enough to attend the ADC 94th Annual Awards and ADC Tomorrow Awards ceremonies last week at the ADC Festival of Art + Craft in Advertising and Design, you were treated to three hauntingly beautiful videos about immortality, as perceived by three deep thinkers in very different fields.

“The campaign for this year’s ADC Awards was ‘Immortality for your Work’, which was developed by  ADC Hall of Fame laureate George Lois,” explains ADC Executive Director Ignacio Oreamuno. “A lot of us work in this business for years, but the things we create vanish from existence. By winning an ADC Cube or a Tomorrow Awards trophy, you claim a little piece of immortality. Your creations outlive you, inside the ADC archives — which stretch back nearly a century — to be preserved and honored forever.”

“The thought of where was I before I got conceived, or where will I be after I die are impossible thoughts.”
— Andrew Feldmar, Ph.D

ADC commissioned Budapest-based film company Umbrella and acclaimed director Luka Kostil to craft their own vision of immortality, designed to kick off each evening of awards. Each short film opens on a different person falling in slow motion against a stark black background, representing the passage of time itself. As the character falls, an off-screen narrator is introduced who poignantly examines the subject of immortality.

Oliviero Toscani, photographer



Andrew Feldmar, Ph.D., psychologist


Dr. Wendy Suzuki, neuroscientist 


“The three films present a cinematic triptych devoted to exploring the enigmatic theme of immortality,” says Miklós Kazmer, Head of Development and Partner at Umbrella. “Our main goal was to make something simple but still very deeply meaningful that slows down time and takes the viewer on a spiritual trip. It was a great challenge to present an artistic project like this to such a noble audience that the ADC gathers.”