The challenge
Pre-launch real estate has a familiar problem: the thing being sold is a set of drawings. Greenwood's sales team was working from elevation renders and a floor-plan brochure, and prospective buyers — many of them relocating from other cities — struggled to picture the township as a place rather than a plan.
The brief was a film that could do the job of a site visit: convey scale, layout, light and lifestyle in under three minutes, and work equally well on a showroom screen, a sales executive's phone, and a paid social campaign.
Our approach
We started with the architects' CAD and site plans, modelling all fourteen residential towers, the clubhouse and the landscaped commons to dimension. Materials were matched to the specified finishes, and vegetation was placed to the landscape plan at both "handover" and "five years grown" densities so the film could show the township maturing.
The camera language came from property film rather than architecture: low, slow dolly moves at eye height, golden-hour light, families and joggers in the frame, a drone-style rise to reveal the layout only after the viewer had already fallen for a street. The animatic locked every shot and the two-and-a-half-minute runtime before rendering began.
- Modelling & texturing — towers, amenities and landscape from CAD; PBR materials matched to spec sheets.
- Lighting — a golden-hour master look, plus a dusk variation for the amenity sequence.
- Animation — camera choreography, populated scenes, water and foliage motion.
- Finishing — grade, sound design and bilingual voice-over.
The outcome
The hero film now opens every sales presentation and runs on a loop in the experience centre. The vertical cut-downs carried the launch campaign on Instagram and YouTube, and the twelve stills replaced the brochure renders across print and web. The same 3D scene has since been reused for a second phase launch, at a fraction of the original cost.
“Merit turned our township walkthrough into a film buyers actually watch to the end. Site-visit bookings rose within the first month of the campaign.”
— Head of Marketing, Greenwood Developers
