Campaign · Film2024
Meridian
Architecture that argues with its own context.
The problem
Meridian builds radical public structures in conservative urban environments. Their previous marketing spoke in the language of planning committees. It was accurate. It was also invisible.
The thinking
Campaign built around friction: the idea that interesting architecture makes people uncomfortable before it makes them proud. The film essay format let us put critics and advocates side by side without resolution, trusting the buildings to make the argument.
The result
Campaign was picked up by Dezeen, Architectural Digest, and three regional press outlets. Meridian won two public commissions in the six months following launch, directly citing the campaign as part of their proposal narrative.
