FMG

2018 Multichannel ADV Campaign

The “Shape Your Ideas” campaign headline was well established.
At this point, the magic of creative thinking that takes shape by generating unprecedented architectural worlds needed only a new translation.
Putting at the center of the scene the architect who gives life to the project was a radical change.
The actual architect, in flesh and blood.
It was an evolution not only in concept, but also in terms of language and techniques;
The campaign sees, for the first time, the presence of the human element being part of the architecture, a person who lives the spaces, conceives them and shapes them at will.
On video, the designer is present and visible in the act of sketching a new creation on his notebook:
in the press campaign this entity is implied, only represented by work tools, in a sort of ‘behind the scenes’ of the video.