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PUREBLINK

Pureblink created a video to announce the arrival of The Sky Tower at Pinnacle One Yonge, which is part of a remarkable new condominium community in downtown Toronto that will redefine the city skyline. The brief demanded the video exude a sense of extraordinary luxury and showcased the iconic status of the tower. The Big Idea had to be flexible, as the final design had not been finalized. Renderings of the project had been circulating for years, so rather than take the typical ‘realistic’ approach, we took an abstract route while showcasing the key features of the property along with an indirect connection to the luxury lifestyle and uniqueness of the project.

Our jumping off point was the tower’s monogram and the idea of viewing the community as a Swiss Army Knife: something that opens up and unfolds into more than meets the eye. Our creative process involved an abstraction of the elements of the sites that surround the development—the colours, the textures, the vibe. This deconstruction allowed us to focus on evoking emotions and showcasing the development as the crowning jewel of the city.