Architects have a largely unknown or misunderstood role in our communities. We needed to communicate the value of architects and architecture to the rising generation of clients and potential clients, architects and ambassadors.

We developed a content platform of sharable, personal stories of how architecture is changing lives and improving communities. For broadcast awareness, we’ve developed a series of TV commercials showcasing the positive difference architecture makes in our daily lives. For higher touch engagement, we created the perennial I Look Up Film Challenge which solicits film story submissions from filmmakers and architecture enthusiasts to showcase the amazing and sometimes life-changing stories architecture brings to our communities. The Film Challenge is conducted via a microsite including submission, public voting, and content sharing.