A marketing campaign built on something big

The Pearl and Pine marketing campaign is the result of our latest creative collaboration with New York-based branding agency, IF Studio.

The brief was for a stand-out marketing campaign to promote a new luxury residential development in New York’s Financial District, which would appeal to a new generation of discerning Manhattan residents looking for something out of the ordinary.

We worked collaboratively with IF Studio to elevate and enhance their original brand concept of ‘Something Big is Here!’. Using sketches and workshops, we interrogated the campaign objectives and developed playful, high-impact visuals that stood apart from traditional luxury residential marketing. This set the tone for Pearl and Pine’s brand and marketing.

Out of that creative strategy, the concept of larger-than-life people emerged. Working within the available budget meant finding an alternative to photo shoots and exploring different ways to bring these figures to life. The ambition and originality of the campaign demanded a challenging level of realism, so we spent a long time sketching, refining and building up the viability of the story and characters.

Our process included proof-of-concept development, with hand-drawn mock-ups showing the composition, placement and camera angles for the final images. After the characters were modelled in 3D and set within the scene, we used evolving technology to enhance the level of realism and natural movement of the people, and finalise a set of creative and traditional images.

The project is an example of our strategic approach to creative campaigns, working collaboratively with brand and marketing teams to develop and elevate their thinking.