M+ Museum of Visual Culture "I.M. Pei - Life is Architecture"
Social Video Campaign Concept and Creative Direction
In mid-2024, M+ Museum of Visual Culture launched a special exhibition titled “I.M Pei: Life is Architecture”, the world’s first large-scale museum retrospective on the celebrated architect. As this exhibition was designed to travel, but was curated and debuted in Hong Kong, the team at M+ approached Carbon to produce a social video to sustain excitement and arouse curiosity at a public level.
We paired four bright children (ages 5 to 9) with enthusiastic young architects to explore the wonders of I.M. Pei's iconic buildings. Together, they choose their favorite masterpiece and share what makes it so extraordinary. We encouraged open interpretation of the architecture, and the kids did not disappoint with their ideas! We used a split-screen format in order to not only grab attention and “stop the scroll”, but also to show off the beautiful exhibition in tandem with the interviews.
Credits - Key Crew:
Agency - Carbon
Director - Kyle Yeung Creative Direction - Emerson Steinberg & Bowen Xu Director of Photography - Donald Fong Producer - Erica Poon Account Director - Cassidy Cheung Account Manager - Crystal Lai
Editor - Kyle Yeung
Notes on this project:
Created while I was working full-time as a Producer at Carbon
Designed the concept in the pitch stage with Bowen Xu, and assisted the accounts team in building the quote for the project
As the video would be in Cantonese (and neither Bowen nor myself is fluent), we stepped back from directing duties and Kyle Yeung (who is fluent) took over as director. Bowen and I stayed on to assist in the production and consult on the creative based on the approved pitch
Oversaw editorial and color grading through multiple rounds of client revisions, delivered roughly one month after the shoot