ONE YONGE SKY TOWER

Pureblink partnered with Pinnacle International to create a video to announce the arrival of The Sky Tower at Pinnacle One Yonge, which is part of a remarkable new condominium community in downtown Toronto. The brief demanded the video exude a sense of extraordinary luxury and showcased the iconic status of the tower.
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” 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 was used for social media, at the sales centre and in the eblast campaign. 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.