Portland is a business-class residential complex on the bank of the Moskva River by FORMA developer, inspired by the resort atmosphere of port cities. Portland was conceived as a project for people with active lifestyles and appreciation for beautiful panoramic views. 95% of the apartments have water views, and a heated pontoon pool will be available for residents of the complex. The first apartments will start to be delivered at the end of 2025.
As an art director, I was tasked with developing a visual social strategy and supervising special projects. All the works below also were done by me as a motion designer.
All work was done within the JAMI Group.
Team: Sofia Samoshkina (Account Manager), Sascha Aleksandrova (Сreative Сopywriter), Felix Oganov (Creator), Natalya Kovaleva (Designer), Mikhail Vashkevich (Design Group Head). Photos of the design space: Rustam Shagimordanov
The creative team suggested to the client to divide all social content by 4 segments, each represented by a made-up character who talks about life in Portland. All characters have their own story, personality and style — this needed to be reflected in the visual approach. The segment names I've given below are very superficial (in fact the visual strategy is described more complexly), but it captures the basic gist.
The main features of the photo style — sincere live emotions, interesting compositions, free dynamic shots. The people shown in the shots should always correspond to the target audience of the business segment. The main task is to convey the feeling of life in a port city, the atmosphere of a resort.
Portland has accounts on Instagram, Telegram, and VK. Most of the content is unique and only goes to one of the social networks. My team and I tried to take into account the peculiarities of each social network and come up with a content that engages those specific communities. The publications included a large number of animations, stories, and carousels. Especially for Telegram, we created circular videos and audio recordings (like а sounds of a port city). Below are two Instagram grids showing a general view of our social content.
Some animations
Category "Apartment of the Week"
The "Apartment of the Week" publications tell the audience interested in buying about different layouts and features of the apartments in the complex. Since this is a regular category, it was necessary to come up with a common style for all the posts, so that it would be adaptable to different formats. Next to Portland there is a small building — a design space (aka sales office), where people can come to look at the mockups of houses and make a purchase of an apartment. That's what I took as the design idea for the category. All posts of the "Apartment of the Week" refer to the interior of Portland design space. The materials and lighting are unique to each post (the scenes are done by CG).
Category "Construction Progress"
The rubric "construction progress" is one of the most important for the audience. It is published steadily once a month and is accompanied by a description of the processes with photos. For this rubric I decided to visualize the speed of changes on the construction site. Using a real construction fence as a basis, I made a 3D scene with a timelapse of monthly changes. To further emphasize the theme of the posts, I animated branded elements on the fence.
Some Reels based on CG and AI
Telegram Animated Emoji
