Focus, Engineered

CC Land

Brief

The cheesegrater had undertaken its first refurbishment. CC Land wanted to share the thoughtfulness and innovation of the new design in a distinct way.

Solution

We looked at how we could get into the minds of the people using the building. The stress of a commute can make people wonder if the daily journey across London is worthwhile. The design team worked from the idea that colour and design can shift people's moods and emotions, helping them arrive in the right frame of mind. That ability became central to our idea. Contrast was key - the energy and pace of the city outside, with the calming, Zen-like space of the basement. Three people, three ways of commuting: running, cycling and motorbiking. Each cuts their own path through the city. Through swift cuts, layered sound design and a cooler colour grade, we captured the rush of the morning journey. As we passed the threshold, shots extended, compositions became more symmetrical, and the bespoke sound design became more lush and calming. We wanted the audience to feel that same shift in mood as the people using the building. And if people feel something about a space, they’ll likely want to experience it themselves.

Results

The film received thousands of impressions on LinkedIn and attracted more than 200 likes. The film is also used frequently the giant screens in The Leadenhall Building's reception, showing the new space to current and prospective and tenants.