Philadelphia Apartment Community Steps Up Its Game – Literally – With Debut of New Video

Written by Greystar
Edited by Greystar
Community Life February 6, 2019

A woman sinks into her mid-century modern couch while clutching a cup of tea. She’s surrounded by nearly floor-to-ceiling windows with a dreamy cityscape radiating in the background. She relaxes for a moment with a sense of pride, peering around her sunshine-lit surroundings as the camera that’s following her quickly reveals a modern living space. Within seconds, she’s on the move - and a full sensory explosion ensues. 

The casually dressed woman transforms into a full-fledged dancer, spinning around The Girard in Philadelphia in a short, yet formal yellow dress. She’s a ray of sunshine personified, set into motion to tell a story and illuminate all of the greatness that lies ahead. For the next 45ish seconds, she picks up a male counterpart dressed in a dark blue suit to symbolize the sky. As he lifts her into the air, they figuratively fall from the heavens into a casually dressed dance ensemble, all while boldly exposing the luxury apartment community’s high-end amenities and cool, hip neighborhood. 

The Girard’s new “music” video (above and featured on its website – be sure to turn your volume on) will truly move you to tap your toes, whirl in your chair and beam with a giant white grin. But that’s not all the 60-second feature is meant to do. It’s also a subtle sales tool to get you to rent an apartment with a simple “Make Your Move” tagline.

“We didn’t want to be another overly marketed and pushy sales apartment community in the very competitive downtown Philly market,” says Stephanie Robicheau, Senior Manager of Property Marketing at The Girard. “We believe in our video and have found that people are loving it. The video captures our aesthetic and community approach by telling a story about The Girard, not just listing bullet points on its website or in other marketing collateral.” 

The video may exude a spirit of effortlessness, but it literally took two months to produce - from storyboarding to delivering the final product. Shooting the actual scenes in and around The Girard took two days alone. The branding agency Neoscape was in charge of all the casting, producing, filming and editing. 

“The leads accurately portray the diversity of The Girard’s neighborhood and sophistication of the downtown Philadelphia renter profile,” Robicheau said. 

It’s all about location, location, location when it comes to living in the City of Brotherly Love, and the Greystar community with a Walk Score of 100 capitalizes on that unique selling point. The high-rise apartment building just opened in December 2018 near East Market and adjacent to the historic Stephen Girard building, which will soon undergo renovations to become a vibrant hotel and restaurant that exploit the area’s high energy. Portions of the video were shot in neighboring Mom’s Organic Market and Iron Hill Brewery & Restaurant, exposing the fact that everything you need is walkable and everything that you want is reachable. Dancers seamlessly glide, somersault and jump from scene to scene, highlighting the area’s sophisticated architecture, brick-paved streets and spotless surroundings. It’s enough to put you in a sunshine state of mind – just like the fine detail notes on the back of the main character’s jacket near the end of the video. 

But there’s more. The community is also just across the street from Fashion District and surrounded by electrifying theaters, museums and dozens of restaurants. You can even walk just half a mile to visit the historic Liberty Bell – now how’s that for Philadelphia freedom shining on you and me? 

“This community has an amazing retail component, which was utilized so well in the video,” Robicheau said. “This video allows us to capture and tell our brand story through music, emotion and body language while also showcasing The Girard lifestyle.” 

That lifestyle includes everything under the sun – luxury one- and two-bedroom apartments with downtown skyline views, a 25-yard heated lap pool, 24-hour fitness center, two landscaped terraces, a private outdoor dog run, exclusive screen room and a community vegetable garden that takes full advantage of all the rays the neighborhood will soon be known for. 

“It’s sleek, luxurious living, with multiple retail spaces at your fingertips,” Robicheau notes. “The Girard provides an effortless lifestyle where the sun rises and sets.” 

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