“The D&AD Awards 2021 Exhibition in Japan” was held at the Ad Museum Tokyo. Our brief was to develop a design concept that reflected the outstanding creativity of the previous year’s D&AD award winners, and to create posters, movies, and thematically linked decor for the exhibition venue. Our objective was not only to generate advance interest the event, but also to heighten the exhibition experience for attendees by offering them a visually engaging and thematically coherent context in which the works could be viewed.Our idea sprang from the insight that design is continually driven by the creative impulse to make things better and more beautiful than they were before. It is an impulse passed from generation to generation, transcending genres and cultures to connect people across time and space. The designs that emerge from this process have an intense brilliance, and their evolution never ceases. We conceived this process to be a succession of “beautiful mutations,” and chose ever-mutating goldfish as a motif for visual expression.