Narrative Architectures: Through the Lens of Iwan Baan
Every step of this endeavor was grounded in one fundamental concept – storytelling.
A building, after all, isn't merely an amalgamation of steel, glass, and concrete. It's a living, breathing entity that carries within it the tales of those who use it, who find shelter in it, who create memories within its walls.
Project Title: Narrative Architectures: Through the Lens of Iwan Baan
Client/Company: MAD Architects, Beijing
Date: February 2016
Objective: The mission was twofold - to capture the captivating narrative behind Iwan Baan's architectural photography, with a specific focus on human interaction with architecture, and to portray the Harbin Opera House in a novel light to a wider audience.
My Role: As the creative and technical lead of this project, I was responsible for conceptualizing the idea, filming the mini-documentary, editing the content, and successfully pitching it to the renowned cultural platform, Nowness.
Approach/Strategy: The strategy was to highlight Iwan Baan's unique approach to architectural photography - emphasizing human interactions, such as ice fishers and dog-walkers braving the harsh, sub-zero weather - and capture the essence of the Harbin Opera House in this context.
Process: The process involved extensive planning and filming on location in severe weather conditions. Post-production included meticulous editing to create a compelling narrative that would resonate with a broad audience.
Outcome/Results: The mini-documentary broke the record for first-week streams on the Nowness site. This significant accomplishment not only validated the compelling nature of the stories we told but also served as proof of the power of engaging narratives in gaining access to platforms that are often hard to penetrate.
Reflection/Lessons Learned: The project underscored the potential of captivating storytelling as a tool for brand positioning and amplification. It was a testament to how unconventional perspectives and narratives can enhance global brand awareness, even in specialized domains like architectural design.
