The challenge with any property development is how to present the property accurately and effectively before a lengthy construction process is complete.
The developer of 168 luxury apartments in China resolved this challenge by creating ‘show flats’ and producing computer graphics (CG) into an impactful video.
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.
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. This visual content was compiled into three distinct videos (also integrating aerials and still photography), 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 print and online touchpoints.