To drive foot traffic to the model home during the 2016 TBBA Parade of Homes
We wanted to create an ad that was completely separate from the builder’s traditional branding style, and yet still recognizable as the brand.
Dovetailing with the builder’s other ad campaign for their main brand “It’s all in the details,” we opted to show the more luxurious details of this home. Since this is the luxury side of their brand, the ad had to be beautiful; and yet we wanted to create a more conversational, laid-back florida tone. Also, as part of a publication full of builder and community advertising, we did not want to show a typical inventory-style ad.