Project
UBC Third Quadrant Design
Client
Third Space Properties
Role
Creative Direction
UBC Third Quadrant Design
Client
Third Space Properties
Role
Creative Direction
Third Space, a new Vancouver-based property developer, wanted to tell the story of UBC’s Third Quadrant Design and doing things differently to shift build culture.
︎ Reel 01: Who is Third Quadrant Design?
︎ Reel 02: Carbon Minimalism
︎ Reel 04: The Living LabThe Threshold
A property company wanted to tell a regenerative building story. The story had many dimensions—carbon math, feminist engineering histories, materials science, campus culture. Three female team captains in a historically male field. A net-zero academic space that was also a living lab. Innovation that invited more than the usual sponsor narrative.
The question: how do you honour complexity in a two-minute Instagram reel?
The Work
Teaming up with the engineering, architecture, and design students to find what was trying to become visible. Not "capture the project" but discover what the project was revealing about how we build differently.
Developed scripts collaboratively—listening for where technical language held poetry, where measurements became metaphor. The four-part series moved between scales: close-up testimonies of the captains, material intimacy at the construction site, drone perspectives showing the campus as context.
Each piece isolated a threshold: Who is this team? What is carbon minimalism when you're actually touching foundation piles? How does a building become a catalyst? What makes a lab "living"?
Shot list designed for breath—switching between interview, B-roll, aerial—so complexity could pace itself. Sponsorship branding kept minimal. The company's role: making space.
A property company wanted to tell a regenerative building story. The story had many dimensions—carbon math, feminist engineering histories, materials science, campus culture. Three female team captains in a historically male field. A net-zero academic space that was also a living lab. Innovation that invited more than the usual sponsor narrative.
The question: how do you honour complexity in a two-minute Instagram reel?
The Work
Teaming up with the engineering, architecture, and design students to find what was trying to become visible. Not "capture the project" but discover what the project was revealing about how we build differently.
Developed scripts collaboratively—listening for where technical language held poetry, where measurements became metaphor. The four-part series moved between scales: close-up testimonies of the captains, material intimacy at the construction site, drone perspectives showing the campus as context.
Each piece isolated a threshold: Who is this team? What is carbon minimalism when you're actually touching foundation piles? How does a building become a catalyst? What makes a lab "living"?
Shot list designed for breath—switching between interview, B-roll, aerial—so complexity could pace itself. Sponsorship branding kept minimal. The company's role: making space.
What Made It Possible
The students trusted me to not simplify their work. The sponsor trusted me to not reduce it to branding. A production team (Bokuria Creative) that understood documentary rigor. A concept partner (Amy Médard de Chardon) who saw the gender story without making it the only story.
And time in the disorienting middle—where we didn't know yet if this was about buildings or belief systems, about materials or making room for different minds to lead.
The first video pulled a 9.5% engagement rate. But the real outcome: the team's intelligence became watchable. Their rigor, their refusal of shortcuts, their interdisciplinarity—all of it held in two-minute forms that didn't betray the substance.
Credits
Creative Direction: Alana McFarlane
Concept: Amy Médard de Chardon
Script, Team Liaison: Milan Jaan
Video Production: Bokuria Creative
Social Media: Publish Partners
Client: Third Space Properties
The students trusted me to not simplify their work. The sponsor trusted me to not reduce it to branding. A production team (Bokuria Creative) that understood documentary rigor. A concept partner (Amy Médard de Chardon) who saw the gender story without making it the only story.
And time in the disorienting middle—where we didn't know yet if this was about buildings or belief systems, about materials or making room for different minds to lead.
The first video pulled a 9.5% engagement rate. But the real outcome: the team's intelligence became watchable. Their rigor, their refusal of shortcuts, their interdisciplinarity—all of it held in two-minute forms that didn't betray the substance.
Credits
Creative Direction: Alana McFarlane
Concept: Amy Médard de Chardon
Script, Team Liaison: Milan Jaan
Video Production: Bokuria Creative
Social Media: Publish Partners
Client: Third Space Properties
