Zetwal - Selling a Lifestyle Through Brand and Film

Context

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As part of my ongoing collaboration with Cap Tamarin, I was commissioned to develop the naming, branding and sales brochure for a new residential project composed of townhouses and penthouses set within a natural environment.

The objective was to position the development within a competitive real estate market while differentiating it from similar projects.

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Strategic Approach

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During the initial briefing, I challenged the conventional approach to real estate marketing.

Rather than presenting the project as a collection of properties, I proposed positioning it as a lifestyle offering — focusing on the experience of living in the space rather than the product itself.

This shift allowed the project to stand apart from competitors and created a stronger emotional connection with potential buyers.

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From Concept to Narrative

To translate this positioning into a compelling campaign, I developed a full storyboard for a video concept that would express the experience of living within the development.

The narrative focused on atmosphere, environment and daily life, reinforcing the idea of place rather than product.

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Production

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The concept evolved into a full-scale production involving:

• A crew of over 20 people
• 3 days of shooting
• 10 different locations
• Filming with a RED Dragon camera

The most demanding sequence took place atop La Tourelle Mountain, where a reduced crew and cast climbed the terrain to capture a key closing shot envisioned from the initial concept.

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Outcome

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The project combined branding, narrative and production into a cohesive marketing approach, reinforcing the positioning of the development as a lifestyle destination rather than a standard real estate offering.

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