Developed by CapitaLand, One Pearl Bank will occupy the space on top of Pearl’s Hill, taking over Pearl Bank Apartments.
We create original content for One Pearl Bank’s digital and social platforms through photography, videography, and copywriting. We have a hand in organising and managing on-the-ground activations, and also take on the role of consultants, advising on everything from road shows, advertisements, physical installations, and more.
Guided Photowalk
The initial challenge was to change people’s perceptions of CapitaLand as a large organisation that is taking over and destroying an iconic building. To kickstart those conversations, we helped to invite guests and host them for a guided photowalk of Pearl Bank Apartments before it was demolished. While it was a chance for lovers of the building to bid farewell, but was also meant to give visitors a firsthand look at the true state of how run-down the building was, and to show that it was simply not fit for conservation.
Teaser GIFs
Instead of what developers would typically do when a new property launches—releasing the design/perspectives/renders—we wanted to approach the project in a completely different manner. To keep some of the mystery and also bear in mind the three USPs of One Pearl Bank—culture, connectivity, and nature—we created these teaser GIFs to communicate all these different aspects—for example, a collage with cultural elements that slowly unveils the design of the building.
Timelapse Video
We continued to tell the story of One Pearl Bank through a time-lapse video of the construction of a 5-metre tall scale model of the new development. It took four days to film this video, and we wanted to show that the effort and care that went into building this model would be the same effort and care that would go into the actual development.
Website Design
We went on to design the website for One Pearl Bank, ensuring that it was consistent with the direction we had envisioned for the brand. View the website here.
Social Media Campaign
We understood that the sales agents were going to do the hard-sell on the ground, which is why we imagined the brand's social media platforms as a place where people could get a sense of what it would feel like to live in One Pearl Bank. As such, our first campaign didn’t even showcase photos of the property, or photos of the sales gallery: instead, each of these images are made up of elements of life in and around One Pearl Bank: be it food, work, play, hobbies etc. All these individual elements are tagged with the actual brands and places that can be explored on Instagram and Facebook.
The photos we took around the OPB neighbourhood or within the sales gallery were also intended to portray a life lived in OPB.
On-The-Ground Events (Ideation, Organisation, Management)
The idea of changing experiences transcended the online content as well—a sales gallery is typically filled with property agents pushing sales, figures, and USPs, but we wanted to change the experience by giving people a sense of what it would be like to live in One Pearl Bank. We curated different vendors to provide hands-on workshops to activate the space and bring a community together.
