Dexus uses splashes of paint and sparks to illustrate the impact a good work space can have
Dexus has released its first campaign under its new brand platform ‘Space For Your Best Work’.
The campaign aims to represent the impact that a space can have on the people who have to work within it, with ‘sparks of creativity, explosions of innovation, contemplative thought bubbles’.
The effects were created through 3D CGI in both static and animated media.
The campaign was made by The Hallway, which was appointed to the creative account in August last year, and has since been working on re-working the Dexus brand.
Dexus head of marketing, Raechelle Inman, said in a statement: “The commercial real estate category has traditionally been dominated by a very functional bricks and mortar narrative. Our ambition is to share the positive human benefits that our spaces provide for our customers.
“Our partners at The Hallway helped us define a powerful foundation from which we’ve created work that shatters the category conventions and continues to elevate and differentiate the Dexus brand.”
Dexus has used sparks to represent the creativity people can experience in one of its spaces
The Hallway ECD and partner Simon Lee: “The power of a workspace to positively impact the work that people do within it is particularly relevant to Dexus as Australia’s largest owner and manager of office space.
“We’re simply expressing what architectural psychology has proven to be true: that the best workspace brings out the best in people.”
Credits
Creative agency: The Hallway
Media agency: The Hallway
Photographer: Romello Pereira @ Photoplay
Producer: Libby Hams
CGI & Retouching: Cream Electric Art
