In a nutshell
Our friends The House had been carrying out a re-brand for their longstanding customer Touchstone. The project entailed a shift in the company’s market positioning, as well as a ‘look and feel’ update. We were asked to create a film that would help communicate this re-positioning, incorporating their new design.
Property management market leaders Touchstone found that the rental market was changing. It had shifted away from the traditional Landlord model of renting “units”, instead renters wanted longer-term residencies, a place they could treat as their own and call home. Touchstone’s approach to the rental market is to ensure the right people find the right home, and a belief in developing communities so that people stay in a property for longer, and this would be the essence of the film messaging. The film would need to communicate this to all audiences – the investor, the employee and the potential renter. It also needed to incorporate their new design look and feel in terms of the use of text and graphics on screen, so storyboarding scenes was key to a flowing message.
For the opening story we wanted the audience to feel like they were actually in the house, watching a new family settle into their new home. To achieve this smooth footage within a small space we used a Movi rig, offering a fluid and effortless finish that made allowed focus and direction in a small space. Using warm and homely colours such ochres and creams helped create a sense of homeliness, and a soft backdrop for the emotive story to take place. The actors were carefully selected to represent the core demographic of the growing rental audience.
Touchstone have a variety of property styles, from large new build developments in big cities to residential housing estates. Their remit stretches from construction through to management, and all in between. We used a variety of styles to demonstrate all these key elements, including time-lapsed build construction, a variety of interiors, and included the facilities that Touchstone properties have to offer, to communicate the correct message to each core audience. To keep the film feeling fresh we continued to use the Movi rig, giving the camera operator flexibility to get shots that no other rig would. This, coupled with a smoothness of movement, meaning the camera operator could freely move around the subject.
This versatile piece was the first video the company had commissioned, and as such it has become a valuable asset to the business. It works on all levels, easily communicating the company proposition to all key audiences, and can be used across a variety of platforms and through a number of channels. It now features on their website homepage which is key to driving SEO and engagement levels.