Another project for Tridel, this time for a downtown building targeting a mixed demographic that includes young professionals, the gay and lesbian community and empty nesters. To tell the story of life at the funky new building called The Richmond, we created a cast of characters in comic-book style, and showed them enjoying the building's amenities and social scene—the bike garage, a first for a condo building in the city; the rooftop party area; the fitness rooms; the great downtown location and ambience. Full-page ads in the Toronto dailies brought readers the story of The Richmond like a cool, young soap opera. The building sold out ahead of schedule.
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