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American Institute of Architects

The
Challenge

In 2013, one of the key initiatives of the American Institute of Architects (AIA) was the Remaking Cities conference. This program shined a spotlight on the importance of public participation in community design, while assisting cities around the globe on how to adapt to the post-industrial society. The AIA sought to develop engaging video content to energize the conference and capture its spirit.

The
Connection

We decided that an inspirational trailer that hit on the key points of the conference would serve as the most effective method of inspiring the conference participants and engaging them in the discussion.

The
Focus

Over a period of six months, we traveled to a variety of cities where economies were crippled by major industries migrating from areas such as Pittsburgh, PA; Detroit, MI; and Youngstown, OH. We spoke with a number of leaders in the architectural profession who provided their perspective on the major issues facing post-industrial cities today. We reinforced these interviews with cinematic imagery to provide greater impact for their message.

The
Result

The trailer debuted at the Remaking Cities conference to thunderous applause. The message hit home for many of the participants and provided a spark throughout the three-day event.

The footage and other material are being folded into a larger collaborative effort called the Community Design Exchange.

We’ve never seen this kind of success with an agency before so THANK YOU for all of your work on this project!

Melanie Davison

Senior Director, Consumer Marketing