Saxton

As a champion of inventive design they have always been responsive to new approaches to marketing architecture.

Saxton is their first scheme in Yorkshire, a major regeneration project on the edge of Leeds City Centre transforming 2 former social housing blocks into contemporary apartments, with a primary target audience of first time buyers.

Close to the city and containing family homes, studio apartments, an allotment with custom made sheds and a huge landscaped garden, the scheme has something for everyone, a point we wanted to explore and express.

Our response consisted of a series of viral films and photo-realistic CGIs to generate a public awareness and buzz about the scheme long before building work commenced. Our films and images focussed on communicating its unique environment, architecture and the vibe of the place, with an emphasis on community at its heart.

Rather than attempting to capture everything the project has to offer in one film, the movies were conceived as a collection of short burst animations – with each focussing on a particular unique feature of the scheme and message.

We had fun developing these 'mini stories' with scenarios such as a resident gnome leaving his allotment to explore Leeds city centre, through to our own take on the Jack and the Beanstalk fable.

Each film had its own unique illustrative style and character as a reinforcement of the message that Saxton has something for everybody.

Lighthearted, accessible and short enough to be enjoyed in passing the films were displayed on city digital screens around the city centre and available as digital downloads building up anticipation in the run up to the official sales launch.

Awards:
2008 Fresh Digital Awards: Freshest Animation in Digital. Shortlisted.