As part of the award-winning mixed-use development, True North Square, 225 Carlton exists with the goal of redefining the residential rental experience in downtown Winnipeg. In the winter of 2018, prior to the building’s completion, 26 Projects was approached to execute the creative direction for photography and develop the strategy for its social presence.
Building a Contextual Narrative
Prior to the leasing phase, our purpose was to evoke the narrative of what life could be like at 225 Carlton at street level, particularly centered around the existing vibrancy of downtown Winnipeg.
Our strategy from the beginning was to create a digital product that could grow with time and expand as a reference for those beyond the 225 Carlton community.
Our strategy from the beginning was to create a digital product that could grow with time and expand as a reference for those beyond the 225 Carlton community.
This was accomplished through the creation of compelling, lifestyle-driven Social content for Facebook and Instagram, and through facilitating an active digital space to explore the downtown realm featuring people who inhabit and contribute to its energy.
Some spaces are pathways, others are meeting points. The best spaces are a mix of both. Connecting community through great design.”
Shifting the Medium
Our continued content development for 225 into the leasing phase of the project involved a direct marketing approach, without compromising on visual and narrative richness.
26 Projects oversaw the art direction and creation of a series of short videos and still imagery that would work across social media and other digital marketing environments, developed alongside the production company May Contain Studios, based in Winnipeg.
Turning inwards to the building’s exceptional amenities and suites, life inside 225 was captured to communicate the beauty of human experience, and a sense of urbanity in an approachable, natural light.
Turning inwards to the building’s exceptional amenities and suites, life inside 225 was captured to communicate the beauty of human experience, and a sense of urbanity in an approachable, natural light.
