Opening the doors to modern living

JLL

A playful brand campaign depicting the fun contradiction of urban dwellers and urban living.

Project
summary

Art Direction
Advertising
Film
Digital
Social

Agency: Bandstand
Copy: Will Miles
Photographer: Morten Borgestad

My role: Concept, art direction & design

Brief
JLL tasked us to create a brand awareness campaign promote JLL’s residential offering and showcase their unique position as experts in urban living.

Solution
Our brand campaign reflected the frantic fun of modern life in a city. Shot in real homes, we highlighted the quirky habits of urban dwellers.

We playfully presented six scenes that tapped into modern trends- from fast food to footwear.

Our ads featured part-time vegans, a deliveroo-addict, millennial gent, rockstar accountant, hungover gymgoer, and a sneaker obsessive.

Backed up by JLL’s research and insight, each advert allowed us to present an affectionate yet thorough understanding of urban living.

In a busy marketplace saturated by stock or corporate property imagery, we aimed to cut through by focusing on people and humour. Portrait photographer, Morten Borgestad, and a quirky yet relatable cast help tell our stories that depicted urban observations.

Impact
I led the idea, art direction, and design rollout.

The campaign was launched across print, social media, and digital display. OOH placements were in urban cities throughout the UK and Europe, positioning JLL as a playful brand that understands the fun and contradictions of urban living.

Each advert that portrayed an urban stereotype, was placed in a relevant media placement.