Shape Your City

An International brand campaign for EQUITONE to launch Graphite, the latest colour addition to the [linea] facade material range.


EQUITONE is a through-coloured facade material designed by and for architects. Each panel is unique, showing the raw, untreated texture of the fibre cement base material.

The brand campaign for Graphite [linea] launched in March 2023 in 16 regions, from the US to Korea.

The brief called for a material focused campaign, showing the beauty and versatility of the product aimed at architects and the built environment.

Our concept was based on the idea of a “touchable city” where materials are the interface between people and built environments.

Early ideas explored the construction of an architectural model. Starting with the shapes cut out of the CNC machine to the final reveal of a abstract cityscape. Hands featured throughout to show the material’s hands-on approach, craftsmanship and human scale. 

For the final concept we simplified both the number and the complexity of shapes and scaled up the size to showcase the potential for pattern in [linea].

Based on our designs, the shapes were expertly drawn up for fabrication by the EQUITONE tech team and cut by Vivalda.

The campaign was shot over 3 days, with the construction of a 9m backdrop and a-frames to support the upright material shapes.

The final campaign focuses on the tactility and versatility of the material, as the camera moves around the shapes in abstract compositions, light creates shadows and interplays with the material’s surface. We end, panning back, revealing our cityscape and tagline. 


We created a series of films, print and digital ads and product photography for the campaign. Each asset was translated in 20 languages.

Project Team

  • Design & Art Director Nina Farrell
  • Digital & Creative Director Asa Medhurst
  • Copywriter Emma Hutton
  • Film Matt Spour
  • Photography Graeme Duddridge
  • Producer Katherine Perry
  • Set Build Kloof


  • Brand Strategy
  • Brand Creative
  • Brand Campaign
  • Copywriting
  • Digital Ads
  • Film
  • Print Ads
  • Photography
  • Social Media Strategy

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