Master Residences videoClose
The developer of 168 luxury apartments in China needed ‘cut through’ in a congested property market.
Master Residences Yinchuan is an exclusive, luxury residential precinct in northern China. Yinchuan is the capital of the autonomous Ningxia region, seat of the Hui people, adjacent to Inner Mongolia, and a key stop on the ancient overland trade route between Europe and the Orient, the ‘Silk Road’.
The three towers of the Master Residences Yinchuan exemplify the best of East and West. Sinuous curves on the exterior pay homage to the shifting sand dunes of the surrounding desert. The technology throughout the site is best-of-breed, and suppliers from around the globe contributed their expertise and superlative products, to ensure that these apartments among the most contemporary and innovative residences in China today.
To determine the vision and strategy to launch this exceptional property, Master Real Estate appointed the founder of Digital Tsunami, Andrew W Morse to the role of Creative Director in July 2015.
The challenge (as with most property developments) is how to present the property accurately and effectively before a lengthy construction process is complete. The answer is to create ‘show flats’ and produce photography, computer graphics (CG) and video.
For Master Residences Yinchuan, six apartments were fitted out and furnished: a townhouse (with private garden), two simplex and two duplex (dual-level) units and a (dual-level) penthouse with roof garden. CG to showcase the interiors, exteriors, clubhouse and the entire precinct was produced; photography of interiors and exteriors was shot; and aerial 4K video of exteriors was captured. This visual content was compiled into three distinct videos, each presented within the website and also on a ‘video book’ with embedded screen and magnetic switch, so the video played automatically upon opening.
To accurately reflect the extraordinarily high standards of the property, an uncompromising quality of all marketing materials was imperative. Shooting 4K aerials with an Inspire One and a pilot / gimbal operator team from Hong Kong, three videos of an exceptionally high standard were produced.
This project is a perfect example of the production of a cohesive marketing campaign across all digital and tactile media. The experience of the team at Digital Tsunami was perfectly suited to ensuring a consistent implicit and explicit message throughout all offline and online touchpoints.
|Client:||Master Real Estate|
|Region/s:||Asia & Pacific|
|Scope:||branding, copywriting, online, photography, premiums, press, print, strategy, video|
|Features||liaison (Hong Kong, Shenzhen, Shanghai, Yinchuan)|
From Our Clients
Thanks to you and the Taishan production crew. Andy and the rest of the team were outstanding. Their professionalism was evident the entire time and they seemed to build a nice relationship with the factory employees, which led to a real spirit of cooperation. My sincere thanks for a job extremely well done.
I don't know what you do, but you do it well.
I worked with Andrew on a photography project that involved a high level of visual complexity for a multinational client. Andrew was clear and professional in his briefing, but at the same time, was open to other ideas and approaches.
Thank you for the development of an updated brand image for Wah Yuet in China.
While originally contracted to produce a video highlighting Wah Yuet's manufacturing capabilities, it was apparent very quickly that your understanding of our requirements, combined with your experience, were the perfect fit to create a new logo and style guidelines for the company. While relatively small in scope, you were dedicated to the success of the project and I am pleased to say that you hit the bullseye!
In taking the time to understand our business, industry and vision, Digital Tsunami created a site which strongly reflects our leadership position in the international market and our strategic direction.
Digital Tsunami's expertise in visual design, information architecture, innovative communication and evocative business writing, resulted in an extremely effective website which will contribute to our continuing expansion across the globe.