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The Stage

Expressing drama and character

The Stage is a luxury development in one of London’s most electrifying locations.

As well as a gym, retail space, and private cinema, the development features something truly unique: its courtyard contains the ruins of the Curtain Theatre, the 16th-century playhouse where some of Shakespeare’s plays were first performed.

Client: Galliard Homes

As part of a package of marketing materials that contained CGIs and animations, we also created a promotional video. This showcased the development’s character in a new, exciting way. We wanted the video to highlight the development’s extraordinary location, right between London’s financial district and colourful Shoreditch - a place where a resident can express all facets of their personality. To reveal the promise of this extraordinary lifestyle, we couldn’t create ordinary images of morning coffees and cocktail hours. We needed a creative concept that would surprise the most discerning buyers and investors.

We created two characters, representing the two colliding worlds. The straighter, ‘City’ character was an actor. And his quirky, colourful companion was animated. Originally, our ideas for the animated character were inspired by street art – but this didn’t feel right for the clientele, who want their neighbourhood to be as elegant as it is edgy. Our final cat-like creature was fun, and fitted with the warm and humorous feel of our film.

There were plenty of technical challenges. Having been delayed for weeks by heavy rain, we filmed in 20 busy locations in one day. We also worked in a green screen studio, juggling all kinds of props from beds to bicycles, alongside a team that included our director of photography, make-up artist and lighting crew. And since we controlled everything from the concept to costume, from script to sound design, the project was an exercise in consumate art direction.

We furthered the reach of the campaign by providing an interactive media table which contained 360 tour around the development. The touchscreen takes pride of place within the sales & marketing suite and provides focused engagement with potential buyers.

 
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