MISSION: Attract high-end buyers to invest in a living in a high-rise that isn’t built yet.
INSIGHT: Living in downtown isn’t a sacrifice on any level at 5th & West. It’s a new way of looking at the world.
SOLUTION: We told 39 stories about the thinking that went into an amazing high-rise. No surface, texture, or technological expense was spared to make your veery own sliver of Texas sky possible.
EXECUTIONAL NOTE: Conceived for Door Number 3 in Austin, TX, “39 stories for 39 stories” represented a bold experiment by agency CCO Prentice Howe.
After coming up with the “39 Stories” concept for DN3 as a freelancer, I wrote a mantra which the client approved. Now for the bold part.
Having learned that my son, Cameron, was an aspiring writer, Prentice hired my son as an copywriting intern, and allowed us to jointly research and write all 39 stories about the remarkable luxury-high-rise that was going up in Austin as we wrote about it.
DNR Creative Director, Noah Davis, also had a hand in crafting the work, serving as the ECD and an extra set of eyes. The microsite was designed by the ever-talented, Inez, whose last name escapes me which is probably a good thing as I’d hate to see her get hired away from DN3. I’m proud to say that my son wrote most of this while his proud papa served as a strategic safety net. I got a few choice words in here and there.
Prentice’s bold experiment resulted in a tasty microsite and a collaborative team that has since taken on a life of its own under the guise of Two-headed Cam. Thank you for having faith in us, Prentice.