American Institute of Architects

Advertising, Film

The AIA wanted to reveal the deeper way architects view the world to help reignite a passion for architecture in America.

While we can all look up and experience great architecture, we often don’t see the vital role architects play. To help change that, we developed a strategy with The American Institute of Architects in partnership with The Purpose Institute and collaborated with Digital Kitchen to craft a film and TV spot that reveal the empathic way architects approach their work. Shot in architecture firms and highlighting remarkable architectural achievements from around the world, the film and spot are designed to show that architects look up to much more than the buildings they design — they look up to the needs of us all. The longer form film can be viewed on the campaign microsite at The campaign is generating a robust conversation among the 87,000 members of the AIA and is stirring earned media attention for the value of architects.

The two-minute film that launched the “Look Up” campaign.

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