Through the lens of the photoshoot, we portrayed the house as "The Great Gatsby"—a figure of immense power, wealth, and status. This approach suggested an air of exclusivity, emphasizing that its community is accessible only to a privileged few. The campaign included teaser visuals that hinted at the creative concept, while subtext revealed the unique benefits of the property.
Over time, the idea evolved beyond the advertising campaign, extending its influence into other facets of the brand’s identity.