Commercial Lifestyle Photography & Video
Treasure Island Development Group (San Francisco, California)
Treasure Island Development Group is currently building one of the hottest pieces of real estate in the Bay Area, 600 acres of Treasure & Yerba Buena Islands smack in the middle of the Bay Bridge. Over several campaigns with multiple agencies the brief has aimed to create accessible, authentic, emotive photo & video assets to drive the marketing for the future lifestyle on the island. We built a visual language around immersive POV camera angles, evocative and relatable moments, and extra mimosas at brunch.
Photography + Direction: Kaare Iverson
Agencies: The Agency Creates, ERA Co, Studio Fabric
Producer: Daniel Dobers
DP: Coldwater Collective
Stylist: Lisa Moir
H&M: Sarah Ashton
Digital Techs: Stephanie Meyers, Chris Dirker, Paulo Placencia
Assistants: Nolan Dean, Zak Gonzales
Post-Production: Bahawk, The Post Shop
Treasure Island Development Group (Wilson Meany, Lennar Corp., Kenwood Investments) needed to build anticipation for their real estate offerings under development on Yerba Buena Island and Treasure Island in the middle of the San Francisco Bay. Before a single unit was built, I was commissioned to produce a series photo and video assets that could capture the lifestyle potential offered by the pending development. This included biking, running, trails, paddle sports, parks, views, community hubs, commuting, restaurants, and hospitality.
Our team scouted the Bay area for locations that could proxy the future development, including real estate backdrops, parks and trail, transportation, etc. With scouting, casting, props + wardrobe, and production in place, I directed a video team to work in tandem with me as a shot still photography. Post-production allowed us to reimagine some backgrounds, and even create sunny days where we only had rain.
The stills and video continue to support a range of multi-channel marketing objectives and form the narrative spine of lifestyle marketing for the development.