The way we practice, communicate, and live has changed dramatically since 2020. These shifts are here to stay, from our bedrooms being offices to our workspace taking over the bed. And, to meet these evolving consumer demands, brands must have a solution that is simple to implement while still serving many objectives.
North Hill, a property management firm, did exactly that with its first social media ad, The Future is Flexible, which highlights the new workplace’s future. The film follows actress Louisa Fernando as she travels between three separate office locations across London, developed, made, and sold by The 10 Group. The video moves between the three spaces as she switches between balletic, lyrical, and modern dance forms, allowing a clear contrast between the variety of the service offering and the versatility of the dancer.
The supporting text elements help tell the story of each office as the dancer dances around it, showcasing the elements that make each room a creative and disruptive modern type of workspace. This campaign uses art to show how sustainable, design-driven, and scalable office environments can shape the workspace of the future. Another example of how a brand’s messages can be communicated without words to make an impact on the viewer is The Future is Flexible.
When one thinks of how having a good range of motion helps a dancer’s work look smoother, one can see how choosing dance and especially Ballet as a means to express the message of versatility makes one think of how having a good range of motion facilitates a dancer’s work appear more seamless. In the same way, a modular workspace will make it easier for people to create, collaborate, and evolve in the future.
“Where and where we work is changing, but the desire to share ourselves and engage with others has remained a constant,” says Zac Goodman, Director, North Hill, of the initiative. We wanted to show how a great workspace will encourage creativity; how intelligent design, great architecture, and a sustainable mentality can continue to be the backbone of ‘where’ we call work.
“We’ve built a partnership with The 10 Group that reminds us of the ‘flow and pace’ that a great workplace will bring to our everyday lives,” Goodman says. “As the environment begins to open up again and people begin to contemplate returning to work,” says Elaine Stern, CEO of The 10 Group, “we are still seeing more emphasis being put on more portable, sustainable office spaces.” “Collaborating with North Hill on this particular artistic opportunity and helping to set the tone for future workspaces has been fantastic,” Stern said.
In a step away from conventional print ways of selling properties, the initiative is now live on Instagram, Linked In, and stakeholder platforms.
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