Home is the Bronx

In bringing product awareness to an audience, there’s a story to be told about the actual product, and there’s a deeper story of the value and meaning that product brings to a person’s life. Goldfarb Properties, a multi-family residential real estate firm in New York and New Jersey, is acutely focused on offering the finest apartments to its residents. But we are as, if not more, consumed with a profound desire to provide our community with a place they are proud to call home.

With this campaign, we set out to celebrate our Bronx community and illuminate the intimate moments that make the Bronx home to our residents. In the Bronx, “home” embodies a particular flavor; its top notes packed with zest and complexity, and its subtle notes rich with fragrant nostalgia. Home in the Bronx extends well past the walls of a fine apartment. It’s found on the bustling sidewalks, graffitied subways, and lush trees. It is a place where multi-generational families pack the sidewalks with portable barbecues and Latin music; where children gut-belly laugh as they run through busted fire hydrants to cool off in the summer. Home in the Bronx is where dreamers study late into the night to build a better future for their families; where doctors and nurses can rest after giving themselves wholly and selflessly to their patients during a global pandemic. The Bronx is the backbone of New York. And we are proud to call it home.