Coldwell Banker: Agent Vignettes

Our client wanted a campaign that would attract unaffiliated brokers and agents to the brand - something that would appeal to those looking to join others cut from the same cloth.

In a product category awash in a sea of sameness, we knew we had to deliver something that would cut through the clutter, not grandstand or offer false promises. We started with the underlying notion that “you are who you surround yourself with,” then set out to capture a series of impassioned, true stories that offered as much inspiration as they did humanity and beauty.

Capturing subjects in their natural habitats outside of work was key to bringing the campaign to life. We agreed on a visual style that would let us carefully explore and reveal our subjects spontaneously, while allowing their stories to unfold in real-time. Nothing could feel contrived, rehearsed or labored. Just our subjects free to be as they would be if we weren’t there.

Real estate is still, by and large, a profession requiring a human touch. This campaign, six individual vignettes in all, captures that humanity.

Concept, Campaign & Story Development, Copywriter, Creative Director, Director

Agency: REP Digital