To sell multi-million dollar condos in the worst real estate market in memory, we turned the "model apartment" marketing convention on its head to establish 16w21 as THE CITY’S MOST CREATIVE SPACE.

First we made the model. We made the building, finished the interiors, made the people and their clothes. After we had our world, we shot what happened. This is print.
 

The site, at launch, which was an interactive tour of the model, a campaign warehouse and source for more information, etc.
 

We made a construction scrim from one of our exterior shots so you could peek inside the space before it was ready.

This is a short film that imagined our bachelor hero living in every room at once. This (and subsequent cutdowns) served as the backbone for the launch site and ran in geo-targeted taxi cabs.