American Institute of Architecture (AIA)
"Look Up: Architecture As A Solution"
Engagement Campaign
AIA wanted to reconnect the public with architecture and position new architects as catalysts of growth and visionaries for American communities. The "Look Up" campaign served as the creative positioning and platform for a multi-year effort.
We organized annual film challenges as part of the campaign, which were meant to engage film makers in telling their inspirational stories of architecture. The goal of the film challenge was to create meaningful brand awareness and engagement with authentic content, and extend the reach of AIA's exposure to a larger audience. AIA's theme for the 2nd Annual Film Challenge "Architecture as a Solution" presents purpose-driven architecture that solves a real problem, challenge, or issue in this country.
To promote this project, we shared an inspiring real-life story of how architecture solved a problem in America. We searched all over the country, eventually finding and selecting a story which I hold near to my heart: Rural Studio located in Alabama's rural Black Belt. Rural Studio is a design-build architecture studio run by Auburn University that is rebuilding a little town called Newbern. The solutions brought forth by the students and architects range from affordable housing and environmentally sustainable buildings to practical community buildings, like a fire station, library, and a community hall. We filmed and shared their story to promote the Film Challenge within the creative community through online and grass-roots marketing.
As the sole Art Director, I collaborated with the Copywriter and Producer to write the story, art direct the film, design the logo and overall brand elements, and design the website.
The Film Challenge website won the Green Ribbon Award from Greenfield Belser.
