Filming
Concrete industry association
01
The challenge
Challenge preconceptions about concrete and reposition the industry's image around a more responsible, innovative and committed vision.
02
Our response
A strong narrative concept, “reverse thinking”: a text that, read one way, repeats every negative perception of concrete and, read the other way, becomes a positive message about innovation and solutions.
03
The production
Close collaboration with the association's events agency and our copywriters, then the creation and printing of a dedicated magazine, filmed and staged to gradually reveal the change of perspective.
04
The deliverables
An awareness film, built around a printed magazine created for the project.
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