The Westside of LA in the heart of Santa Monica houses some of the most elegant and luxurious residential developments in CA. With some of the best beaches along the West Coast, a global palette of food and dining options, stylish designer-brand stores, and the easy lifestyle of SoCal, NYC developer, Witkoff, set out to develop one of the most elevated rental residences in LA. But in a very competitive and saturated market, how was this brand going to stand out especially with the highest PSF costs in the area?
Our strategy was to leverage the buildings’ signature rooftop park with the concept of “Elevated Wellbeing.” The spectacular one-acre rooftop park connected over four buildings is curated for dining and entertainment, health and wellness, and a sustainable living experience.
Beneath the park are bright, open residences elegantly designed with condominium-style quality finishes and dramatic views of Santa Monica and the Pacific Ocean. All these qualities were inspiration for the brand identity and creative work to follow.
It was very clear to us that while this was a residence, the brand needed to connect in a fashion-like editorial way. As the audience was style-focused and appreciated great design, we needed to tell stories that played into their own lives.
We created a verb-driven brand campaign called ‘Live at The Park’ that expressed the culture, activities, and lifestyles a resident would experience.
Renderings (still and animated)
Photography (lifestyle, drone and neighborhood)
Social Media Content Development and Oversight
platinum Muse Award for best branded content
leased within one month of conducting virtual tours
residences with sweeping views of the city
Instagram followers in the first two months