Resiglow is a residence for the young affluent elite of Hong Kong. A home and a neighbourhood all in one. A place where ideas can turn into concrete projects, a hub for entrepreneurial minds and creatives. A place where time stops and where stories begins.*
The challenge for this advertisement was to find a a balance between the initial poetic and edgy creative vision suggested in the brand strategy and identity created by Substance and the traditional visual communication of this luxury real estate developers. And reflecting the look and feel of the space : exacting, intelligent, dynamic, social, precise.
The solution was to compose the ad with two contrasted visuals : the first one in black and white sets the mood and gives a glimpse of the neighbourhood, a reference to the New York inspired design ; the second shows the interior of the apartments and promises high standards of living.
*Brand Strategy by Substance | Copywriting and pictures by Kerry Properties