The Gilbert was not a typical real estate marketing film because it had to appeal to several different audiences. When a film targets more than one type of viewer, it must be clear how to capture the attention of everyone watching.
Brookfield wanted to speak to the property sector as a whole as well as to potential investors. The goal was to show how an older building can become a contemporary one through the right investment.
River Film put significant effort into the film’s opening argument, which needed to answer the question: “How can people come together and work as they want to live?”
Using this question as the film’s first line draws viewers in and builds anticipation. The film also includes an illustrative animation of the building. River Film consistently looks for new ways to use illustrative animation, and here it applied the building’s branding, including its colour scheme, so the animation stands out within the film.
More broadly, the film shows how a building’s embodied carbon makes advanced refurbishment the most sustainable option.
Next: Al Gurm