New Campaign: Each week, The Examiner showcases an advertising campaign by a local company
Client: Tishman Speyer
Job: Create a dynamic and photographically stunning campaign for The Infinity, Tishman Speyer’s new luxury accommodation development in San Francisco.
Agency: Duncan/Channon
Principals: Robert Duncan, Parker Channon and Andy Berkenfield
Other clients: Hard Rock International, Birkenstock Distribution USA Inc., Clos du Bois wine, Geyser Peak wine, Ruffino wine, Sega, Konami USA, Ubisoft, Working Assets
Creative team: Parker Channon, executive creative director and copywriter; Ken Hall, art director; Joe Silvestri, account director
The plan: Utilize some of San Francisco’s most recognizable landmarks that are within walking distance of The Infinity to highlight the fact that The Infinity’s combined location and aesthetic appeal set it apart from other luxury living accommodations in The City. The media plan includes buys in The Wall Street Journal (Northern California and Asian editions), San Francisco magazine, San Francisco Business Times, California Home & Design and Real Estate Times.
The theme: “Close To”
The concept: Gorgeous photos set on an easel outside of the Ferry Building, AT&T Park, Boulevard restaurant and The Embarcadero with locals walking by brings home the point that there’s a beautiful new building is “close to” some of San Francisco’s hottest spots.
Parker Channon
Age: 42
Position: Executive Creative Director
Education/Background: After attending UC Berkeley, Parker began his career at Foote, Cone & Belding/San Francisco on Pacific Bell and Nintendo. He also developed the innovative — and award-winning — multimedia campaign that helped Clos du Bois grow from under a million cases to more than two million.
What drove your development of the concept?: Our challenge was to separate The Infinity from the swelling number of luxury condo projects in San Francisco. Everyone else just screams about location. Our campaign says not only do we have a great location, we have a truly great building.
Working on next: The follow-up to last year’s Red Steel video game launch for Ubisoft. The commercial from the last game was voted best of the year by Play magazine readers, so we’ve set the bar pretty high for ourselves.
