"MullenLowe came to us with a project for Nuveen, a global investment firm that prides itself on responsibility and whose projects span from infrastructure re-development to ecological rehabilitation. ML wanted to create a world where a ripple effect caused a chain reaction that would transform a white world into one filled with skylines and timberlines. This needed to be far cry from the traditional folding paper investment firm ads out there and so we came up with a tactile theme inspired by our model making roots.
We filled a deck with references of architectural concepts made of painted balsa, foam core, acrylic, and plaster and came up with some frames showed how this tactile and terraced landscape would ripple into life. ML fell in love with the concept and once they sold Nuveen on the idea, they gave our amazing team the space to conjure a world that was magical and fresh."