The Ritz-carlton Residences
Strategy, campaign leadership and photography direction for a different kind of Miami waterfront address.
In a market crowded with interchangeable promises of luxury, the strongest story was what made this property different. On Surprise Lake rather than the oceanfront, The Ritz-Carlton Residences, Miami Beach offered privacy, water access and the intimacy of an established neighborhood.
At The O Group, I led the strategy and creative direction that brought those distinctions into focus. Miami’s Modern Oasis and In the Know formed connected stages of the positioning and campaign, turning the location from something to explain into a reason to choose it.
Working with designer Jesse Gresham and photographer Matt Johnson, I directed the campaign and original lifestyle photography, carrying the idea through advertising and sales materials.
Brand / Client
The Ritz-Carlton Residences, Miami Beach / Lionheart Capital
Category
Home, Interiors & Real Estate
Context
The O Group
Role
Strategy, creative direction, campaign direction and photography direction
Services
Brand Strategy, Campaign Development, Advertising, Sales Collateral, Brochure Design, Copy Direction, Photography Direction, Digital Design
Collaborator
Jesse Gresham, design
Photography
Matt Johnson
Original lifestyle photography, architectural imagery and restrained copy presented a more personal view of Miami living. I stayed close to both the image-making and the design, keeping that perspective consistent from the first impression to the sales conversation.
The work extended across advertising and a substantial sales brochure, connecting the property’s emotional promise with its architecture, amenities and residential details.
