These Real Estate Videos Go Beyond Selling Individual Homes—They Sell an Idyllic Neighborhood Concept.
CityScape is not your typical real estate developer. It's a socially-conscious company that believes home development should lift communities up, not drive existing residents away.
They focus on Atlanta's intown neighborhoods, making affordable craftsman-style homes available to low-to-moderate income families.
Production During a Pandemic
Telling their story, however, wouldn't be easy, due to the restrictions from COVID-19. Most of the neighborhood's residents were sheltering at home, and unwilling to open their doors to outsiders. So filming homeowner testimonials would have to wait until later.
So we agreed to start with two other videos—a "brand" video for their Preston Hills neighborhood, and a house tour video of their model home.
For the Preston Hills video, I shot mostly outdoors, in early morning and late afternoon to capture the best light.
Shots were planned out around the available sunlight. Parts of the development were only lit in the morning, while other parts were shot just before sunset.
All of the footage was captured with zero human contact.
Filming the House Tour
For the interior shots, I used a combination of natural light and softbox lighting. I wanted to give the scenes a sense of movement, so I relied heavily on my gimbal and slider to move the camera.
The point of the video, however, wasn't to sell this home—we wanted the model to represent all of their homes.
So I added callouts listing the home's features, and used motion tracking to integrate the type into each scene.
Thank you to Robb Jones and Ralph Cook at CityScape, as well as to Propellant Media for bringing me into this project.