Cast Iron House’s upgrade is a feat of architectural alchemy. Architect Shigeru Ban reinvented the property using a cast of the original 18th century structure, and then went on to fill the building with airy, modern double-height apartments. To chronicle his first New York residential property, Watson & Co. was entrusted to craft the brand identity, to create a full-scale campaign that related the breadth of this artistic journey, and to engage global audiences who would care most about the revolutionary renaissance of this building.