By Linda O’Flanagan
Movie-goers at this year’s Tribeca Film Festival got a first look at perhaps one of the year’s most unusual films.
And while maybe not on Oscar contender, the film — produced by branding image creators Juniper Jones for downtown’s biggest landlord — could be the beginning of a whole new genre.
Brookfield Office Properties commissioned Juniper Jones to create a film centered on the company’s $250 million redevelopment of the former World Financial Center into Brookfield Place, a hip and trendy, uber popular dining and entertainment mecca with offices on top.
Juniper Jones story features a unique animated approach centered around Ethan, a young professional who helps viewers understand the exciting developments coming together in and around Brookfield Place.
To conceive the story, Juniper Jones founder and creative director Kevin Robinson and his colleagues served as Brookfield’s creative agency. Working closely with Brookfield’s leaders, they fused original illustrations with stunning imagery — including 3d visualizations created by the Emmy Award-winning firm dbox — to bring the project to life.
The result is a colorful and engaging view into the future of one of New York City’s most exciting real estate developments, which is set to be completed in 2014.
For the past nine years, Brookfield has been a sponsor of the Tribeca Film Festival and this year, the organizers invited the landlord to screen its film as part of the official 2013 TFF pre-show.
The movie, plus additional design elements created by Juniper Jones, are now being used in Brookfield’s marketing initiatives.
“Over the past two years, we’ve come to value Kevin Robinson and Juniper Jones as key marketing partners,ˮ said Tara Goldstein, Brookfield’s Vice President of Marketing.
“Through their expertise in design and storytelling, they are helping us present Brookfield’s global real estate platform to New Yorkers and others all around the world.ˮ
Beyond helping to maximize Brookfield’s TFF sponsorships, the design elements and branded content Juniper Jones has created are also being used in many mission-critical ways by Brookfield in New York City and well beyond.
For example, the brand films are screened for VIP partners and clientele in the company’s offices worldwide, and also used “on-the-goˮ by Brookfield’s executives using the custom Brookfield Place NY App (available for free in iTunes) that instantly serves-up the content on-demand.
Physical versions of Juniper Jones’ design elements also appear on exterior elements all around Brookfield Place, and other Brookfield developments.
“This project is a perfect example of how we work with clients to find the best solution for their needs,ˮ Robinson explained.
“Our creative team worked directly with Brookfield’s marketing department, allowing us to hone-in on the perfect solution amazingly quickly and cost-effectively.
“Brookfield’s executives are great at directing us throughout the creative and production processes. We love that spirit of collaboration and creativity, and feel the results speak for themselves.ˮ