Corcoran Group Real Estate: Live Who You Are

Corcoran, a New York/South Florida ultra upscale real estate outfit, has a new print and outdoor campaign as well as a new logo, corporate ID, signage and more, from JWT Design. As CD Kristina Backlund notes, this photography-driven campaign, playing

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Corcoran, a New York/South Florida ultra upscale real estate outfit, has a new print and outdoor campaign as well as a new logo, corporate ID, signage and more, from JWT Design. As CD Kristina Backlund notes, this photography-driven campaign, playing off familiar real estate terminology, is far from typical fare for the category; moreover, it boasts the work of noted portraitist Tina Barney (www.normajeanmarkus.com), acclaimed for what ArtForum calls her "ongoing photographic chronicle of eastern-seaboard gentility." Barney has in fact done commercial work before, but even if she hadn't, Corcoran-class people hardly seem a stretch. "We'd used a postcard with one of her photographs while coming up with the idea for the campaign," explains Backlund. "Ultimately, that led us to try to get Tina herself to shoot it. Her photo documentation of everyone from her family members to European aristocracy is always intimate and personal; she reaches into her subjects and creates a deep emotional connection with her audience. That was essentially what we wanted to do for Corcoran."
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About

Credits
Date
Mar 10, 2006
Client:
Corcoran Group Real Estate
Creative Director:
Kristina Backlund
Creative Director:
Philip Kelly
Copywriter:
Nick Goodey
Print Producer:
Adam Kiviat
Art Buyer:
Josette Lata
Photographer:
Tina Barney
Agency:
JWT Design New York
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