This past fall, our Republic Design studio was tasked with creating the AICP Southwest 2024 Sponsor Reel. Having previously produced the sponsor reel in 2019 — which was shortlisted in the national AICP Show the following year — we saw this as an opportunity to explore new creative and technical avenues. Our goal was simple and fun: create an exciting short film to celebrate the amazing regional sponsors, making sure each got their well-deserved moment in the spotlight.
We developed the theme Progress, visually highlighting the parallel evolution of architecture and commercial artistry through history. This concept allowed us to showcase the ongoing interplay between human creativity and innovation.
Interestingly, the idea didn’t initially focus on architecture. Creative Director Jackson Armstrong explains, “Initially, we explored shifting shadows to illustrate the passage of time, almost like clock hands moving. This quickly evolved into a stop-motion-inspired animation concept, with dynamically self-assembling architectural structures around a central AICP logo, which became the visual anchor of our piece.”
Following early sketches and research, we moved swiftly to preliminary animation tests. Armstrong recalls, “We created a simple test using basic shapes to illustrate buildings rising and sunlight shifting. It immediately confirmed we were onto something special.”
Procedural animation became integral, allowing buildings to elegantly construct themselves from the ground up. Cinematic camera movements guided viewers fluidly through historical periods, enhancing the narrative flow. A minimalist monochromatic palette kept visuals cohesive, while controlled directional lighting subtly conveyed the progression of time.
Executive Producer Amy Aitken managed the project’s logistical complexities, noting, “Balancing our ambitious creative vision with practical scheduling considerations was challenging. However, in the end, we successfully navigated these constraints.”
Reflecting on the reel’s reception, Armstrong enthusiastically notes, “When we debuted the reel, the reaction was fantastic. People watched multiple times to catch all the subtle details.”
Having previously produced the sponsor reel in 2019, Aitken reflects, “Stylistically, the two reels differ greatly, reflecting their distinct creative directions. The 2019 piece had a slower, detailed, museum-like quality, whereas the 2024 version emphasizes momentum and rapid evolution, compressing centuries into seconds. Both are engaging and entertaining in their own unique way.”