METICULOUSLY CRAFTED CREATIVE FOR METICULOUSLY DESIGNED RESIDENCES
OBJECTIVE
The Ritz Carlton Residences was opening a location in Portland and needed to introduce the City of Roses to the new oasis.
SOLUTION
Opening a $600 million dollar hotel and residence building is no small feat. Getting people to book tours and put down payments on seven-figure penthouses isn’t either. That’s where Defy came in.
Our longtime friends at 503 Collective reached out when they were tasked with executing a series of broadcast spots that would create brand awareness and get people in the door for tours at The Ritz, with the goal of ultimately converting these prospects to customers. As always, we were up for the challenge.
We created a teaser commercial along with several other 30- and 15-second spots.
Like the building’s design, the spots we created were largely inspired by the nature surrounding the residences.
We carefully selected scenes from these spaces and showcased them next to the actual objects and features within the facility that they inspired – a shot of Mount Hood next to a luxurious bed sheet with folds reminiscent of a mountain range, and so forth.
We then paired the footage with music and voice overs – A male for the teaser spot and a female for the launch. The narration emphasizes the idea of life moving fast, but when you’re home, you dictate the pace at which your life moves. This idea is relatable to people all over the world, especially the target audience of The Ritz Carlton.
This project is proof that collaboration is key. Working with another agency provided crucial insight to the Portland target audience and helped us shape our creative direction. The commercials ran across affluent sport events and triggered a massive increase in inquiries in key markets.
