Portman Holdings - Coda
Launching a Landmark With Immersive Art
Scroll ↓
Project Overview:
To celebrate the launch of a pioneering new property called Coda, real estate developer Portman Holdings commissioned Second Story to produce two pieces of work: 1) A series of ambient-art videos that would play on a giant outdoor media wall and set the vibe for the new space and 2) A strategic masterplan that would help Portman derive longer-term value from the giant screen—without selling advertising.
My Role:
As the content strategy lead on both projects, my work revolved around finding the soul of this new place and then distilling that spirit into content that makes people feel something when they encounter it playing out on a 900-square-foot media wall.
Ambient Brand Art
Through an initial set of five videos designed to introduce Coda to the world, we translated the property’s unique benefits and backstory into visceral brand art. Mesmerizing, large-scale animations brought ideas like “serendipity” and “metamorphosis” to life, setting the emotional tone for the physical space and piquing the curiosity of passersby.
Media Wall Masterplan
Taking into account the business goals behind Coda, we detailed how Portman could use media wall content to differentiate the property and brand it in the public consciousness as a new local landmark. Our approach combined public art exhibition, community-centric storytelling, playful interactive modes, and original takes on “utility” content like weather, traffic, and tenant promotion.