Supporting 4K resolution video to demonstrate the future trends in video watching, these installations were a showcase of how a high quality, ultra high definition programme can be made on the internet and delivered on the internet; End to end, online production delivery.
Changing communication and broadening B2B touchpoints
Making Business Better
Creation of video content to re-emphasize the brands reach and consumer connection, utilizing YouTube (a new platform at the time). Integration with content extended to Facebook, in-store Direct Message Boards, interactive banners and email communication.
Toronto-Dominon Centre Leasing
Solidify brand, promotion of initiatives and engage a core audience through interactive banner promotions. Banners pushed to site or to Facebook, where through branded content creation, online games and interactive communication a dialogue was created.
The Living Roof
Creating online reports that are as engaging as a website, showcasing content to an audience just as interested in facts as one in interactivity. Annual and Corporate Sustainability Reporting was brought into the digital space and promoted on social channels.
Greenspace +
Solidify brand, promotion of initiatives and engage a core audience through interactive banner promotions. Banners pushed to site or to Facebook, where through branded content creation, online games and interactive communication a dialogue was created.
More traditional marketing ideas and tactics were integrated into this approach, primarily meeting business where people were.
This branding 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.
The presentation, while PowerPoint based was extremely robust in navigation, and gave the ability for the presenter to not only select content specific to the topic, but also switch between the various Cadillac Fairview properties to discuss their features.
Cadillac Fairview as a whole required a boost and lift to their presentation materials. Leasing managers were using the same tired templates that lacked visual appeal and did not effectively showcase the properties. To address this, a comprehensive overhaul of the presentation materials was needed.
THE ASK
Focused on modernizing the design elements, we looked at the way people utilized the properties. This was a challenge to sell, as the focus had always been on floor space, however when it was established that the main aspect that Cadillac Fairview could own was the facilitation of its tenants to have a better “everything”, the rest fell into place..
THE INSIGHT
By creating a communication platform focused on identifying why Cadillac Fairview provides the services it does, and how they do it consistently day in and day out, it builds on their experience and heritage, and focuses on the offering which extends their story past concrete and steel - beyond what the rest of the marketplace talks about.
Facilitating better business for their clients with services and offering properties with prestige and image becomes the Cadillac Fairview experience. Simply put - they enable their clients vision for today, and tomorrow.
The Cadillac Fairview story is unique. It is rooted in a history of innovation and experience. This is a point of differentiation between them and their competitors in the marketplace. So the focus became telling the story about on people, not buildings.
• It’s the people that are driven to excel at what they do.
• It’s the people that learn, teach, listen and grow.
• It’s people that work harder, go further, offer more, every day.
So the plan began to tell a story which resonated and provided food for thought. I figured if it was done properly, heads will be nodding before the need to discuss floor plans or contracts started.
THE STRATEGY
Breaking through tired communication models and integrating a human aspect into the B2B model, was fundamental for success.
The insight and strategy created the tagline “Making Business Better”. It placed Cadillac Fairview as the ultimate facilitator of their tenants and employees success.
Presentation materials meant the UX modelling and design of entirely new assets. This included adopting a consistent colour scheme that reflected Cadillac Fairview's brand identity, integrating high-quality images of the properties, and using contemporary navigation approaches that enhanced the experience while maintaining ease of use. The presentation had been pitched to live in many areas; an iPad tour with a leasing manager, through directory boards, extensions to online from email, TV, traditional screen presentations, mobile access, website content etc.
I restructured the content to emphasize key selling points and unique features of each property. This involved creating engaging narratives around the spaces, highlighting accessibility, amenities, and the benefits of leasing from Cadillac Fairview. Clear, concise points replaced dense paragraphs to ensure that essential information could be quickly absorbed. Visuals replaced text when possible.
The creation of a video meant the creation of a script. Two fabulous copywriters worked together to create a narrative that encapsulated the concept of Making Business Better perfectly.
The presentation was broken down into multiple parts, each emphasizing how Business was made better; Amenities, Human Spaces, HR, Operations, etc. Business. Incorporating infographics and charts helped illustrate market trends, demographic targets, and financial projections. These visual aids provided a clear and compelling argument for why leasing with Cadillac Fairview was a strategic choice.
Lastly, training sessions were held for leasing managers to familiarize them with the new materials, ensuring they felt confident and equipped to present the information effectively. By revitalizing the presentation materials, Cadillac Fairview not only improved internal morale but also enhanced their appeal to prospective clients.
THE BUILD
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.
THE STRATEGY
Cadillac Fairview: Making Business Better
Strategy, concept Creative Direction, storyboarding, digital design, direction, video production, editing, UX
More traditional marketing ideas and tactics were integrated into this approach, primarily meeting business where people were.
Branding and positioning refresh with a business focused campaign integration, video and interactive presentation.
This branding 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.
The presentation, while PowerPoint based was extremely robust in navigation, and gave the ability for the presenter to not only select content specific to the topic, but also switch between the various Cadillac Fairview properties to discuss their features.
Cadillac Fairview as a whole required a boost and lift to their presentation materials. Leasing managers were using the same tired templates that lacked visual appeal and did not effectively showcase the properties. To address this, a comprehensive overhaul of the presentation materials was needed.
THE ASK
Focused on modernizing the design elements, we looked at the way people utilized the properties. This was a challenge to sell, as the focus had always been on floor space, however when it was established that the main aspect that Cadillac Fairview could own was the facilitation of its tenants to have a better “everything”, the rest fell into place..
THE INSIGHT
By creating a communication platform focused on identifying why Cadillac Fairview provides the services it does, and how they do it consistently day in and day out, it builds on their experience and heritage, and focuses on the offering which extends their story past concrete and steel - beyond what the rest of the marketplace talks about.
Facilitating better business for their clients with services and offering properties with prestige and image becomes the Cadillac Fairview experience. Simply put - they enable their clients vision for today, and tomorrow.
The Cadillac Fairview story is unique. It is rooted in a history of innovation and experience. This is a point of differentiation between them and their competitors in the marketplace. So the focus became telling the story about on people, not buildings.
• It’s the people that are driven to excel at what they do.
• It’s the people that learn, teach, listen and grow.
• It’s people that work harder, go further, offer more, every day.
So the plan began to tell a story which resonated and provided food for thought. I figured if it was done properly, heads will be nodding before the need to discuss floor plans or contracts started.
THE STRATEGY
Breaking through tired communication models and integrating a human aspect into the B2B model, was fundamental for success.
The insight and strategy created the tagline “Making Business Better”. It placed Cadillac Fairview as the ultimate facilitator of their tenants and employees success.
Presentation materials meant the UX modelling and design of entirely new assets. This included adopting a consistent colour scheme that reflected Cadillac Fairview's brand identity, integrating high-quality images of the properties, and using contemporary navigation approaches that enhanced the experience while maintaining ease of use. The presentation had been pitched to live in many areas; an iPad tour with a leasing manager, through directory boards, extensions to online from email, TV, traditional screen presentations, mobile access, website content etc.
I restructured the content to emphasize key selling points and unique features of each property. This involved creating engaging narratives around the spaces, highlighting accessibility, amenities, and the benefits of leasing from Cadillac Fairview. Clear, concise points replaced dense paragraphs to ensure that essential information could be quickly absorbed. Visuals replaced text when possible.
The creation of a video meant the creation of a script. Two fabulous copywriters worked together to create a narrative that encapsulated the concept of Making Business Better perfectly.
The presentation was broken down into multiple parts, each emphasizing how Business was made better; Amenities, Human Spaces, HR, Operations, etc. Business. Incorporating infographics and charts helped illustrate market trends, demographic targets, and financial projections. These visual aids provided a clear and compelling argument for why leasing with Cadillac Fairview was a strategic choice.
Lastly, training sessions were held for leasing managers to familiarize them with the new materials, ensuring they felt confident and equipped to present the information effectively. By revitalizing the presentation materials, Cadillac Fairview not only improved internal morale but also enhanced their appeal to prospective clients.
THE BUILD
Greenspace +
Creative Direction, Strategy, Concept, Design
A full experiential environment to extend an already impressive leadership position in the sustainability space
Cadillac Fairview had an opportunity to extend their leadership position in the sustainability space, across properties. There was an opportunity to “green-up” overlooked space in buildings.
THE ASK
Cadillac Fairview’s properties tell have created a history of firsts and achievement in this space.
• Properties hold some of the first examples of large-scale public outdoor spaces
• Have set standards for greenspace within the urban core.
• Properties have achieved records in Leed Gold and Platinum designations.
• Showcase studies: TDC Living Roof- a first in retrofitting a historical space with sustainability in mind.
OVERVIEW
20% of Canada’s greenhouse gas emissions come from transporting people, including daily commuting and business travel.
With transportation being the single largest source of greenhouse gas emissions and air toxins in Canada, the extent of damage can also extend to asthma-inducing smog and water pollution.
While travel and commuting is necessary, Cadillac Fairview properties have an opportunity to tell a story of green. Rethinking the traditional “greenspace” by working in an unexpected location, and showcasing many of the plans and initiatives in place, can allow us to reduce these greenhouse gas emissions.
INSIGHT
Create a fully branded communications platform where tenants and visitors can (re)think about the space they’re in. For current occupants, this may be a re-think/remember - but from surroundings through to transportation and commute, the idea is to educate, promote and celebrate what makes the properties so unique.
Focus will be placed on changing perspectives through information, education and promotion. The ultimate goal, is engagement with the space and careful consideration of the habitat in which we surround ourselves in leading towards smarter commuting, and a perspective regarding the daily use of the properties).
Promotion of the space can enable awareness of:
• Fuel efficient vehicles
• Public transit
• Smarter commuting vehicle maintenance
• Carpooling
• Other methods of transportation (non-combustible/bicycles)
Ultimately people begin to re-evaluate what a greenspace can be.
STRATEGY
Utilizing vinyl murals, a complete takeover/makeover of the parking garage space to tell the promotional green story through Greenspace+. Additional messaging was promoted through digital channels; email blasts, television advertising through the PATH and interactive concourse displays.
THE BUILD
GREENSPACE+ at Toronto-Dominion Centre
GREENSPACE+ at Yonge Corporate Centre
The Living Roof
Creative Direction, Strategy, Concept, Design
A sustainability initiative that created photo documentation, an experiential gallery exhibit and branded promotional content.
Toronto-Dominion Centre was replacing the existing conventional roof with a new extensive green roofing system on the landmark TD Banking Pavilion at the historic TD Centre in downtown Toronto. They wanted this project promoted online and internally.
THE ASK
The original Pavilion as designed by Mies van der Rohe, has an unmistakeable grid style ceiling inside, and from a design perspective this was going to be emulated in the green roof above, separating the foliage into an exact grid.
The bank was aging so its roof needed replacement, big whoop. But what was interesting was the green aspect of the project. The new vegetated living roof provides improved thermal resistance, reduces urban heat-island effect and limits stormwater run-off. In addition, the design preserves the existing roof grid pattern which is a protected element of the designated heritage building.
This story needed to be told.
INSIGHT
STRATEGY
Working with a photographer, we set up an immense multi time-lapse photoshoot of the entire process from demolition through construction through planting. The goal from this was to garner ourselves enough interesting footage to put together content in various forms, primarily in video and print.
Being able to provide people a birds-eye view would help in explaining the process and the benefits.
A series of videos from the various parts of the project were created, from the scaffolding on the street level, to the construction process to the actual planting of the living roof grass. These were promoted online and through QR codes are street level to answer the “what’s going on here” questions from tenants and passerby’s.
The videos lived online, but also served another purpose as they were part of a gallery exhibit feature.
VIDEO CONTENT
Adjacent to the TD Bank Pavilion is a large and primarily under utilized space. It serves as a breezeway between three buildings and access to the lower level concourse.
I pitched the idea of using the photography and video within this environment as a gallery exhibit to promote the project, the benefits and act as an attraction.
With a touch of additional budget, set about designing posters and branded hanging signage.
Some of hanging signs were event promotional whereas others held information for education.
Semi-transparent window clings of shots of the work itself was made to further define the space.
THE GALLERY EXHIBITION
Multiple flat screen televisions were installed around the edges of the exhibit in front of the Mies van der Rohe Barcelona couches, inviting people to watch the production of the living roof project.
One of the actual planting boxes complete with the sedge grass was also installed in the environment, with a descriptive window banner explaining the method of installation and approach.
For additional scale and a “birds-eye” view, I wrapped one of the structural pillars in the breezeway as TD Tower.
Beneath the pillar sat a scale model of the TD Bank Pavilion I commissioned, which sitting adjacent to the wrapped pillar emulated the physical location of the actual bank and tower, and provided a better look at the roof setup itself.
