Maestria by Devimco is an unparalleled project in the heart of Montreal’s Quartier des Spectacles. These soon-to-be iconic towers—linked by an aerial skyway—will be the tallest in the city and residents will have a front-row centre view of the Place des Festivals.
Pureblink was tasked with creating a marketing campaign, anchored around a main video, from which 8 shorter clips for social media could be generated, as well as a 30-sec teaser, 4 cinemagraphs, photographs to be used around Montreal—including the subway— digital assets and billboards. Additionally, we created background images to be used in a photo booth for the launch event, flyers to be handed out at Jazz Fest and the Orchestra of Montreal and a 20-second logo animation.
Featuring harmonious architecture, Maestria is somewhat reminiscent of a symphony, and that notion sparked our Big Idea. We decided to showcase the arts in all their glory under five categories: Fine Arts, Performing Arts, Literature, Music and the burgeoning Digital Arts. Our goal was to feature how spectacular life could be living at Maestria, having immediate access to the very best Montreal has to offer, while connecting this lifestyle to each of the Arts.
We structured the main video around a surreal journey through the arts seen through the eyes of a maestro—a future resident of Maestria. Our maestro traveled through two worlds: one real, one dreamy, oneiric. Both worlds oozed of luxury and exclusivity and drove home the point of the artistic nature of the neighbourhood and the masterpiece that is this new icon of the city.
In the end, the majesty of Maestria shines through the video and not only serves as a stand alone, but as the base to produce a plethora of assets for an entire marketing campaign.
