Art&Graft have designed and developed a set of films, press ads and catalogue illustrations for The Flynn, a new, luxury development in the Chelsea district of New York.
Art&Graft were approached by Winkreative, to create a distinct, stylish series of characters and films which could bring to life the architecture and aspirations of this new residential development and tell the stories of the prospective residents.
The Flynn is a new premium residential development in New York’s Chelsea area that will host 30 well-appointed apartments ranging from 1.5 bedroom units to sprawling penthouses when opening its doors in 2016. Developed by IGI US and designed by architects ODA, the building will stand out for its sleek, open-fronted exterior with double-level masonry frames.
For the launch campaign Winkreative struck the balance between the details and prestige of the building and lifestyle on offer, by centring the campaign around a namesake character, ‘Flynn’ – a fictional resident of the building, who we follow in his daily life at home and beyond in a series of animations, illustrated print and online ads, as well as a sales brochure.
Bringing to life the charming story of the building and it’s inhabitants, Art&Graft created a distinct range of stylish characters to build on Winkreative’s engaging script and showcase the prestige and quality offered by this very special address. Inviting the viewer to imagine life at The Flynn, with it’s eclectic mix of neighbours, vibrant location and impressive design.
Flynn’s glamorous existence permeates the film as we follow him through his daily routine. We are also introduced to his fascinating neighbours, and catch glimpses of the lifestyle offered at The Flynn. Most importantly, through Flynn’s eyes we see the property itself, discovering the high-quality design, finishes, services, amenities and an enviable urban lifestyle on offer.
As Mike Moloney, Creative Director notes, "finding a balance between showcasing the building and keeping the characters central was key - we didn't want this to become a cold architecture film. We also needed to ensure we maintained a smooth graphical style whilst keeping the building proportions, atmosphere and surroundings faithful to the real place."
Using references of materials and architectural renders by MARCH, a warm colour palette and rich textures were incorporated into the designs to add to the welcoming, sophisticated and luxurious nature of the development and animation.
Through using a mixture of 2D and 3D approaches, mapping the hand-illustrated designs onto 3D models of the interior spaces, we were able to add further depth to the interiors and architecture. As lead creative Clement Bolla explains: ‘we wanted to create all the environments in 3D to give us the opportunity to have wide angle camera movements showing the architecture, but we also wanted to keep the warmth of an illustrative style and 2D character animation’.
This allowed us to showcase the building in great detail and really explore the space, providing a real depth and exciting camera moves to the animation, whilst retaining the warm illustrative style. In turn, always keeping the building and design at the forefront of the animation.
Run as a trailer in a number of cinemas in the Chelsea area as well as appearing on the website theflynn.com, the 60-second animation, 15-second teaser and the wider campaign can be seen across press and digital from early December.
Winkreative / Branding & Art Direction
Winkreative is a global creative agency producing award-winning design and communications for prestigious international clients across sectors from fashion to transportation, culture to government. Founded by Tyler Brûlé in 1998, it has headquarters in Zurich, a creative studio in London and bureaux in New York City, Toronto, Tokyo and Hong Kong.
IGI USA / Developer
Combining consistently innovative thinking with over 60 years of experience in developing a wide range of commercial, residential, hotel and office properties, IGI has built a strong global presence, with investments and teams in New York, London, Tel Aviv, Warsaw and Budapest. IGI USA is a fully integrated real estate development company based in New York City.
ODA / Architecture & Interior Design
ODA is a pioneering New York City-based architecture and interiors firm, creating sophisticated, memorable environments through inventive ideas and thoughtful design. Under the guidance of Founder and Creative Director Eran Chen, ODA has come to be recognised as a leader in contemporary design, particularly in the high-end residential market.
MARCH / Renderings
MARCH is a design and consulting firm focused on creating art about the unbuilt through digital environments. By combining advanced 3D modelling with high-res, photo-realistic imaging, MARCH produces virtual architecture for advertising campaigns, concept renderings, development marketing and interactive experiences.
CORE / Sales & Marketing
CORE Group Marketing is a dynamic, full-service real estate and advisory firm, specialising in the sales and marketing of premier residential properties. Based in New York City, it is a firm founded on the values of personalised service, integrity, efficiency, exposure and responsiveness.
Nadine Johnson And Associates / PR
Nadine Johnson and Associates Inc. is a public relations firm catering to a select international clientele. Though diverse in size and emphasis, all clients are culled from the highest echelons of the art, fashion, real estate, hospitality, entertainment, technology and media industries.
Design, Animation & Production by Art&Graft
Creative Director: Mike Moloney
Lead Creatives: Clement Bolla & Stephen Middleton
Creatives working as part of the in-house team at Art&Graft: Mick O'Sullivan, William Laborie, Tristan Menard, Clémentine Gautier & Sam Munnings
Producer: Helen Randall
Creative Agency: Winkreative
Creative Director: Maurus Fraser
Art Director: Adam Browne
Copywriter: Clare Aitken
Agency Producer: Rhiannon Nicol
Account Director: Joel Todd
Music & Sound Design: Adelphoi Music