Digital Craft Lions

The Digital Craft Lions celebrate technological artistry.
Sponsored by Unity

Entries will need to demonstrate exceptional form and function in a digital context; that is, work with flawless design, masterful execution and outstanding user experience created for all digital environments. Criteria considered during judging will predominantly be the execution and experience.

Digital Craft Lions Sections

  • A. Form

    The jury will consider the overall creative aesthetic value of the work entered in both sound and visuals.

    • A01 Digital Illustration & Image Design

      Creative application of illustration within a digital context and digital manipulation of still imagery including photography.

    • A02 Video / Moving Image

      Creative use of online video and digital footage with technical skill involved, including 360 and interactive video.

    • A03 Motion Graphics Design & Animation

      Creative use of Motion Graphics Design & Animation within a digital context.

    • A04 Music / Sound Design

      Creative use of music and/or sound design including sonic branding, music/brand partnership, and music initiated campaigns etc.

    • A05 Overall Aesthetic Design (incl. UI)

      The overall achievement in aesthetic composition and fluidity of graphic design.

    • A06 UX & Journey Design

      Design practice focused on the emotional and behavioural response to a digital product or service. The result of relevant, seamless and consistent user experience at every point of interaction, with particular focus on the overall support, structure and usability.

    • A07 Experience Design: Multi-platform

      Immersive large or small scale digital experiences and events which are set up to engage and strengthen relationships with the consumer. This can include, but is not limited to VR, AR, installations, motion chairs, multi-screen and multi-dimensional experiences.

    • A08 Experience Design: Voice New!

      Design practice centred around the use of voice assistants or conversational design using voice user interfaces. A demonstration of clear understanding of how people naturally communicate with their voices and evidence of sophisticated design for voice interaction, experiences and services.

  • B. Content

    The jury will consider the creative use of content, placement and delivery of message in a digital context.

    • B01 Cross-channel Storytelling

      Creation of cross-platform digital content that develops or embodies a brand identity. Successful ideas/stories will utilise various digital platforms and devices to continue and amplify meaningful consumer engagement. This can include, but is not limited to desktop, rich media, mobile, wearable technology, outdoor installations, billboards, retail experiences etc.

    • B02 Real-time Contextual ContentNew!

      Creation of real or near time content allowing brands to respond to world events, public affairs and other real-world, real-time activity in an immediate and meaningful way.

    • B03 Personalised Storytelling & Experience New!

      Dynamic, intuitive, targeted and highly relevant content or digital experiences created for specific audiences.

  • C. Data & AI

    The jury will consider how data and artificial intelligence is presented or utilised to enhance brand experience.

    • C01 Data Storytelling

      The creative use of curated data/insight in order to engage or develop a meaningful relationship with a specific audience, culture or community.

    • C02 Real-time Usage & TargetingNew!

      The creative application of real/near time contextual data; including but not limited to GPS, time, weather, RT social trends and transactional data to deliver an experience in a creatively engaging way.

    • C03 Data Visualisation

      Creative visual representation and presentation of digital data and insights.

    • C04 Curation of Data

      Strategic application of information architecture to enhance user experience of a brands digital product or service.

    • C05 AI Storytelling

      The creative use of artificial intelligence to engage or develop a meaningful relationship with a specific audience or community. The jury will consider how true intelligence or machine learning was utilised.

    • C06 IA Application

      Strategic application of information architecture to enhance user experience of a brands digital product or service. This can include sophisticated intelligent assistants / chatbots with advanced decision making that does not rely on AI to perform.

  • D. Technology

    The jury will consider the value of the applied technology as a platform for creative digital content and how it is executed to enhance the user experience.

    • D01 Innovative Use of Technology

      The inventive use of an existing or new digital technology or group of technologies in order to enhance the user experience and / or brand communication. This can include but is not limited to; smart automation, apps, on-demand services, content crowdsourcing / distribution, cloud services and marketplaces.

    • D02 Native & Built-in Feature Integration

      The creative use of built-in and existing integral features of a mobile, desktop or other digital device including cameras, microphones, touchscreens, Bluetooth, mobile sensors, GPS etc.

    • D03 Technological Achievement in Digital Craft

      Digital creative works that balance unprecedented levels of beautifully executed aesthetic craft with an unparalleled level of technical understanding / advancement in order to contribute to the overall progress of digital communications / experiences.

  • E. New Realities

    The jury will consider how virtual and augmented reality is utilised to create meaningful and immersive brand experiences.

    • E01 AR / VR Utility New!

      Functional application of Augmented Reality and Virtual Reality that creates a useful tool, digital product or service. Including but not limited to immersive systems, video mapping, window on world systems (WoW) and telepresence.

    • E02 AR / VR Immersive Storytelling New!

      Creative applications of Augmented Reality and Virtual Reality resulting in entertaining experiences for users. Including but not limited to immersive systems, video mapping, window on world systems (WoW) and telepresence.

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The Digital Craft Lions President's Message

Rei Inamoto President

Founding Partner, Inamoto & Co

"Ideas are worth nothing unless executed. Execution is worth millions." - Steve Jobs.

Even though our industry puts such a premium on ideas, we have to admit that he was right.

"There is a tremendous amount of craftsmanship between a great idea and a great product," he continued.

As much as we’d like to think that it’s the ideas that matter, it is the execution - and the craft - that really makes the difference.

In the world gone digital, we can’t quite touch “digital” directly. But it certainly feels tangible. And it’s the craft of all things digital that makes us not only read, see, hear or connect but feel something.

Digital Craft will celebrate that elusive feeling that takes something from good to great. The difference between something merely functional versus something that feels magical.

And it is the feeling that people will remember."

The Digital Craft Lions Jury

Rei Inamoto Jury President

Founding Partner
United States

Named in Creativity Magazine’s annual “Creativity 50” as well as one of “the Top 25 Most Creative People in Advertising” in Forbes Magazine, Rei Inamoto is one of the most influential individuals in the marketing and creative industry today. Until the fall of 2015, Rei served as Chief Creative Officer of AKQA worldwide, responsible for delivering creative solutions for the agency’s clients such as Audi, Google, Nike, Xbox and many others. During his tenure, AKQA grew ten fold, growing to a network of 14 offices across the world. It also became the first agency in history to receive five Agency of the Year accolades from industry publications. In early 2016, Rei - along with Rem Reynolds - founded Inamoto & Co, a business invention firm that identifies new opportunities and creates best-in-class customer experiences by focusing on strategy, design and incubation. Rei is a frequent speaker at numerous conferences as well as a contributor of publications, making him a thought leader and a prominent voice in the industry. Originally from Tokyo, Rei spent his childhood and teenage years in Japan and Europe. He then moved to the US to complete his university studies with degrees in fine arts and computer science. He currently resides in Brooklyn, New York.
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Audrey Tamic

Executive Creative Director


Chris Chen

Chief Creative Officer


Christian Waitzinger

Vice President, Executive Creative Director
Publicis Sapient
Continental Europe


Fred Siqueira

Co-Founder & Chief Creative Officer


Geoffrey Hantson

Chief Creative Director
Happiness Brussels & Happiness Saigon
Belgium & Vietnam


Jax Jung

Global Creative Director
Cheil Worldwide


Julia Dovlatova

Executive Creative Director
Geometry Prague
Czech Republic


Timoni West

Director of XR Research
Unity Technologies


Valentina Culatti

Head of Creative Shop, Northern Europe
Facebook Creative Shop
Northern Europe


Past winners of the Digital Craft Lions

Aeronaut VR

2018 · Isobar/Viacom for William Patrick Corgan


Aeronaut VR is a three-and-a-half-minute room-scale experience designed for Smashing Pumpkins’ William Patrick Corgan’s single, “Aeronaut.” The unique content was not only designed as a fully immersive and participatory VR experience, but a 2D video was filmed within the VR experience using Cinemachine, a new software tool from Unity. The 2D video filmed inside the 3D VR world was imagined by San Francisco artist and filmmaker Danny Bittman using Tilt Brush and Blocks from Google, and brought to life by the joint Viacom and Isobar team.

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