OWTC – Penthouse I & II

OWTC – Penthouse I&II

[ About ]

For the top two penthouses at One World Trade Center, I led creative direction for a campaign crafted to capture the distinct atmosphere of the building’s highest floors. From early concept to final execution, I shaped the visual world—establishing tone, directing casting, styling, body language, and overseeing both CGI production and final retouching. The campaign blends modern prestige with restraint, evoking a mood of elevated minimalism. I also designed the four-week ROS media placements and a print feature in Commercial Observer to support the campaign launch and drive sustained visibility.

[ Challenge ]

Directed the full visual campaign across CGI, editorial, and print
Led styling, casting, and prop direction to convey elevated atmosphere
Oversaw post-production to ensure consistency across all visual assets
Designed and produced a custom ROS media placement strategy and Commercial Observer insert

[ Services ]

Creative Direction, Campaign Concepting, Photoshoot Direction, CGI & Retouch Oversight, Styling, Print & Digital Advertising Design

The Process

Bringing this campaign to life required an exacting level of preparation and on-set direction to ensure the final visuals matched the emotional tone and architectural sophistication of the penthouse residences. Pre-production began with extensive moodboarding, location planning, and storyboarding across each scene. Every detail was considered—from casting talent that embodied composure and quiet power, to selecting wardrobe and props that echoed the interiors’ refined, minimal aesthetic.

On shoot day, I led the set with precision, managing live feedback at monitor, reviewing test shots for composition and lighting, and guiding model direction and framing. I worked closely with photographers, stylists, and lighting techs to shape the body language and mood of each image—down to the placement of a cufflink or a subtle shift in gaze.The setting was designed from scratch to echo the penthouse environment. I oversaw styling of both furniture and accessories to create the illusion of height, luxury, and stillness.

Post-shoot, I collaborated with CGI and retouch teams to blend realism with elegance, ensuring the final compositions felt aspirational yet grounded in architectural truth.The process was intentional, collaborative, and deeply considered—because every frame needed to feel like an invitation into a space few will ever access.