A woman in black top, tulle skirt, and high heels standing on a ledge with a city skyline and sunset in the background for 432 Park advertising with DBOX
A woman in a black outfit and high heels sitting on a marble ledge, holding a martini, with a city skyline visible through a glass window at night in the background.
A man sitting on a beige sofa inside a high-rise apartment with floor-to-ceiling windows, overlooking a city skyline during sunset.
A ballerina in a flowing pink dress performs a dance pose on a windowsill in a high-rise building, with a city skyline at night in the background.
An elderly man sitting at a desk with a city view in the background, reading a book, in a modern office with artwork on the walls, a dog on a couch, and potted plants.

Luxury Real Estate Marketing: The Art of Selling Aspiration

My collaboration with DBOX has redefined how luxury real estate tells its story. Together, we've crafted advertising campaigns for some of the world's most prestigious addresses: 432 Park Avenue, One Madison, New York by Gehry, Ritz-Carlton Residences Miami Beach, 25 Park Row, and countless others, transforming static spaces into lived-in environments.

We considered how morning light would illuminate a resident's breakfast table, what they might wear while working from home, how their wardrobe would complement Frank Gehry's undulating facade. Everything was shot in-house, on sets filled with old friends working together like bandmates in a studio.

The secret to effective luxury real estate advertising lies in believability. Potential buyers don't just want to see beautiful spaces; they want to envision themselves, or their aspirational selves, inhabiting them.

Through strategic fashion styling and casting, we created archetypal residents for each property: the art patron, the entrepreneur, the creative director, the global citizen. Creating characters and narratives through fashion, styling residents-to-be who embodied the sophistication and global perspective of each building itself. This is how I helped DBOX transform luxury real estate marketing from presenting spaces to selling dreams.

A woman in an orange dress looking out a glass window at night, with city lights and a river below.

DBOX Collaboration