Google creative director Aaron Koblin describes 2013 D&AD Digital entries as "The year of scroll"
“The year of the scroll” for this year’s D&AD digital 2013 entrants says Google’s creative director, Aaron Koblin.
Speaking to The Drum at this year’s awards, Koblin said: “We are saying this is the year of the scroll, we have been seeing a lot of projects which are about the way the pages change when you scroll through them.
“Some interesting implementations of interface opportunities and different ways to think about and different ways for a web page or a mobile app should look like. I think there have been a few trends, such as the scrolling but overall there has been a good diverse body of work. It’s interesting because a couple of other projects which I mention have not made it through.
“I have been particularly excited by those which are really pushing the boundaries, which offer a new novel approach so we will see some of those get through.”
Koblin was on the digital award jury for D&AD this week, which took place at the Olympia in London this week. The winner of 2013 D&AD Digital Awards will be announced on the 12 of June.