Shaped By Concrete Brand Campaign
Art Direction | Storyboarding | Animation | Video Editing | Design
Concrete shapes the places we live, work, and connect—but its role in building a more sustainable and resilient future is often overlooked.The American Cement Association (formerly PCA) partnered with us to bring that story forward through Shaped by Concrete, an integrated communications campaign.
Our team developed the campaign concept, messaging, visual identity, website, and digital storytelling. My role spanned art direction for the campaign identity, website design, video storytelling, and social content creation, translating a complex industry narrative into engaging visual content.
The campaign connected concrete’s broader impact to familiar places and everyday experiences. By grounding the story in homes, communities, and infrastructure, we made its contributions to sustainability and resilience more tangible. A consistent visual language connected web, video, and social content, giving ACA a cohesive campaign that could evolve across formats and channels.
I helped shape a flexible campaign identity that adapted across horizontal, vertical, and square layouts, creating a consistent visual presence across web, video, and social.
The system was designed to create “surprisingly concrete” moments—revealing unexpected connections between the material and the lives it shapes. It connected concrete’s tangible contributions to infrastructure and the economy with its human impact on communities, bringing practical benefits and emotional relevance together.
I extended this visual approach across the website, video storytelling, and social content, unifying messaging, imagery, and motion into a cohesive campaign experience that invited audiences to explore concrete’s role in everyday life and our shared future.