The Challenge

Common Living, known for its innovative co-living spaces, wanted to capture the essence of comfort and community that sets them apart. The challenge was to create a compelling visual story that showcased how Common Living offers a warm, welcoming environment where residents can truly feel at home and build meaningful connections.

My Approach

I focused on two key aspects: comfort and community. In the "Home in Comfort: Where Sweatpants Unite" campaign, I used the universal symbol of relaxation—sweatpants—to emphasize the cozy, inclusive nature of Common Living. For the "Nourishing Connections" campaign, I highlighted the power of shared meals to foster friendships. My photography captured genuine moments of residents enjoying everyday life, showcasing the authenticity and vibrancy of Common Living's communal spaces.

Results

The campaigns effectively communicated Common Living's unique sense of belonging and community, resonating strongly with the target audience. The imagery and messaging created an emotional connection, leading to increased interest and engagement from potential residents seeking a place where they can thrive socially and personally.

Collaborators

• Sydney Krantz - Photography for "Nourishing Connections"
• Daniel Halasz - Photography for "Home in Comfort"
• Imogen Kwok - Food Stylist for "Nourishing Connections"
• Caitlin Gury - Art Director for "Home in Comfort"