How our The Mill’s Creative Strategy team marketed Dubai’s most exclusive housing community

THE MILL

From the beginning, Lamar set out to do something different.

Their dream was to build a new kind of luxury housing development, one of daring modernist silhouettes and superior construction materials—something that felt cinematic and classic and bucked the glitzy design trends of ostentatious Dubai. That dream was called Sea Mirror.

Accordingly, Lamar felt that Sea Mirror required a different kind of marketing approach. This reflected their ambition but was also a practical necessity. Their Sea Mirror villas were aimed at ultra-high-net-worth individuals (UHNWI)—an audience of wealthy, busy people who are notoriously difficult to target. Lamar knew they had to do something different. So they came to The Mill.

CREATIVE PRODUCTION

DESIGN

VFX

AFRICA

ASIA

EUROPE

NORTH AMERICA

OCEANIA

SOUTH AMERICA

Our Creative Strategy team worked with property development firm, Lamar Development (Sea Mirror) to create a multi-channel campaign to market their daring and modernist properties in Dubai. The team crafted and concepted a hero film, a set of three documentary films delving into the craft behind the properties and a series of animated teasers. All elements of the campaign were created using talent from our directorial roster with William McGregor directing the hero film, emerging director Rauri Cantelo leading the documentary films and our Design Studio concocting the animations.

This was an ambitious project, but it had to be. It had to match the vision of Sea Mirror and Lamar as a client. It also had to cut through with a hard-to-reach audience that wanted to be thrilled and left breathless.