mHWlC06dq7xFE9ZH4xMDoxOjBrO-I4W8
Positioning and Marketing a Skyscraper—432 Park Avenue
Industry talk    DV22740
Christiaan Klaassen
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Description

This lecture will be an entertaining and exhaustive behind-the-scenes look at the way DBOX created an entire marketing campaign for the tallest residential tower in the western hemisphere. Starting with the naming of 432 Park Avenue, we will look at how a brand position grows to inform every aspect of a creative process. We will examine branding, visualization, film, interactive, casting, advertising, film direction, architectural photography, fashion photography, aerial photography, and music composition. The lecture will touch on the process of every step, examining how conceptual sketches evolve into successful final-marketing weapons. While the lecture will visit almost every creative discipline at DBOX, we will reserve considerable detail for the visualization, concept, and film work of 432 Park Avenue. This session features 3ds Max. AIA Approved

Key Learnings

  • Learn about the creative process
  • Learn about attention to detail
  • Learn about consistency of visual messaging
  • Learn how to connect with your target market

Speakers

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Christiaan Klaassen directs the CGI team in DBOX’s London office. Since joining DBOX in 2010, he has overseen CGI for internationally recognized projects including Foster + Partners’ winning competition entry for 425 Park Avenue, The Buckingham by Brockton Capital, and South Quay Plaza by Berkeley Group. In 2014, Christiaan was a guest speaker at AD5, a conference hosted by State of Art Academy, an architectural visualization school in Italy. In 2013, he was part of the team that collaborated with 125 Magazine, a London-based publication for work and ideas by photographers, illustrators and artists from around the world, for a fashion shoot on a computer-generated set created by DBOX. Christiaan earned a BA (Hons) in 3D Digital Design from the University of Greenwich.
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