Maestria

Maestria is an unparalleled project in the heart of Montreal’s Quartier des Spectacles. These soon-to-be iconic towers—linked by an aerial skyway—will be the tallest in the city and residents will have a front-row centre view of the Place des Festivals. The overall campaign revolved around the idea of an elevated lifestyle surrounded by the arts and the spectacle of life. The overall structural element was a main video that would encapsulate the full story. From this video, all the associated pieces for social media, digital marketing, direct mail and outdoors advertising were created.

Featuring harmonious architecture, Maestria is somewhat reminiscent of a symphony, and that notion sparked our Big Idea. We decided to showcase the arts in all their glory under five categories: Fine Arts, Performing Arts, Literature, Music and the burgeoning Digital Arts while creating a direct relationship with the 3rd art : Architecture. Our goal was to feature how spectacular life could be living at Maestria, having immediate access to the very best Montreal has to offer, while connecting this lifestyle to each of the Arts.

We structured the main video around a surreal journey through the arts as seen through the eyes of a maestro—a future resident of Maestria. In the prologue, our maestro enters into their Maestria unit and soothes herself with classical music, that she later starts conducting and is the bridge to the surreal journey through the arts where she meets other Maestros. At the end, an elevator bell brings the viewer back to “reality” where the same oneiric characters, luxury and elevated lifestyle coexists with the reality of the sky bridge and the masterpiece that is this new icon of the city.

Results:

406,860 social impressions

2,500 social clicks

208,595 video views