The Sky Tower at Pinnacle One Yonge is part of a remarkable new condominium community in Toronto that boasts retail and office space, as well as a 50,000 sq ft community centre.
Pureblink was tasked with creating a 30-second video to announce the arrival of this tower, the brief demanded the video exude a sense of extraordinary luxury and showcased the iconic status of the tower, which will modify the city’s skyline.
The Big Idea had to be flexible, as the final design had not been finalized. Renderings of the project had been circulating for years, so rather than take the typical ‘realistic’ real estate marketing approach, we took an abstract route—we wanted to convey a feeling and lifestyle, rather than showcase the product.
Our jumping off point was the tower’s monogram and the idea of viewing the community as a Swiss Army Knife: something that opens up and unfolds into more than meets the eye.
Our creative process involved an abstraction of the elements of the sites that surround the development—the colours, the textures, the vibe. This deconstruction allowed us to focus on evoking emotions and showcasing the development as the crowning jewel of the city.
The 30-second video used motion graphics and a fresh colour palette to tell this unique story. Additionally, stills from the video were used as art work for varying brochures. The result is a real estate marketing video that treads completely off the beaten path and has garnered attention for it’s beautiful, unique and effective creative technique.
