Toronto Dominion Centre Leasing Promotion
Creative Direction, strategy, writing, storyboarding, UX, digital design, direction, video editing
Strategy, language and visuals creation that re-introduced a brand undergoing a complete revitalization, led by through an interactive format.
Reinvigorating the name once synonymous with innovation was the goal. By developing messages and visual applications that went beyond the price per square foot, we aimed to attract new tenants, and ensure existing tenants were retained indefinitely.
Cadillac Fairview’s legacy of innovation had fallen silent by the length of their tenure and sheer size of the competitive landscape. Their premiere portfolio of office and retail properties throughout North America was worth over $21 billion, but the crowded marketplace valued nothing more than the price of square footage.
The Toronto Dominion Centre was undergoing a massive $500 million dollar revitalization that brought the building to state-of-the-art setup, while carefully protecting its legacy as one of the most famous properties in Canada, and the development of a message to attract new tenants, retain existing tenants and re-establish itself on the real estate map was required.
THE ASK
One of the key stakeholders in presenting the properties are the leasing managers and brokers. Providing them with tools at their disposal that are rich with the innovation, lifestyle and essence we are trying to promote was key. However all the leasing presentation materials were decades old; low res photography, floorplans with old branding, no video content to show and no consistent tone of voice.
THE INSIGHT
The Toronto Dominion Centre (TDC) has an authentic and important history to both Canada and Toronto itself. Designed by famed architect Mies van der Rohe, the property literally changed the Toronto Landscape when built, this is worth talking about as the address demands respect. More than just a series of towers and state with state systems, this property features a shopping concourse, an established community, access to nightlife, sporting events and local/international airports that other properties don’t have. This is also worth talking about as those looking to lease are also looking to attract a diverse level of talent.
As part of the overall material set developed, one initiative that garnered much excitement was the creation and production of a two minute video which discussed the historical importance of the property, as well as its current future role it plays. To create the leasing presentation, and in tandem with video creation, a photoshoot was setup for a six day schedule to capture all facets of life at TDC. Over 500 still photos and video footage was shot within, above, below and throughout the complex, providing extensive assets for both this video leasing presentation and housed in a repository for other promotional leasing use.
This leasing video itself was utilized before or during the main presentation, as it was outfitted with a navigation system menu to allow the presenter to pivot immediately to the various amenities, features or leasing packages as those topics arrived. The video was then extended to online, and some parts were available through kiosks and other various interactive directories.
