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American Institute of Architecture

"Look Up: Architecture As A Solution" Engagement Campaign AIA wants to re-connect the public with architecture and position new architects as catalysts of growth and visionaries for communities they serve in America. They launch a creative platform, "Look Up," as the creative positioning for a multi-year campaign. We organize annual Film Challenges as part of the campaign to engage film makers tell their inspirational stories of architecture. The goal of the Film Challenge is 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 problem, challenge, or issue in this country. To promote this Film Challenge, we want to share an inspiring real-life story of how architecture solve a problem in America. We searched all over the country and narrowed down to one inspiration that holds dear to my heart 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 for the residents to gather and use, 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 with the web developer. The Film Challenge website won the Green Ribbon Award from Greenfield Belser.

Project Roles
Art Director
Company
The CSpence Group
Skills
Art Direction, Brand Strategy, Video Journalism, Visual Development
Media
Branded Content, Photography, Social Media Content
Project Industries
Non-Profit
American Institute of Architecture