CA23 is a sleek, architecturally innovative, 48-unit building in the West Loop neighborhood of Chicago
Coming off a successful first season of Metroscene, a luxury lifestyle television show based in Chicago, we took on branding and marketing duties for a new residential development called CA23. Located on Carpenter and Aberdeen, CA23 was to be a sleek, modern building targeting young, upwardly mobile singles and couples. After establishing the positioning statement Life Begins Here, we produced a short film to generate depth, separation, and buzz. The film runs in reverse, revealing a story that begins in the kitchen.
Life Begins Here. We loved the positioning statement. We know the home is much more than steel and glass – it’s the baseline. It’s where we begin our days, start our families, dream our dreams. Personal. Intimate. Beautiful. That’s how we wanted people to see CA23.
Scope of Work
Short Film – Creative, Casting, Production