My Madison Resort - Ariel Content Production and Website Build

Having the opportunity to work with a property as exquisite as the “Madison Resort” was very exciting. The home boasts a host of incredible architectural feats with uncompromised detail, premium craftsmanship, numerous customized features, and so much more. The project was focused on providing a digital selling tool for the property owner and management catered specifically to high-end buyers with an eye for unique architecture. It comprised of a video showcase of the property and a full website build with carefully curated copywriting. The process was relatively straightforward: create a short teaser video of the property, and upon watching the video potential buyers would be encouraged to inquire further via email. Once vetted by a professional real-estate team the potential buyer would be given private access to a website which would contain specific, highlighted details about the property.

The Video

Given the scale of the property and the immense amount of detail within every inch of its design, our biggest challenge was to be able narrate this within a short video. We partnered with the directors from Pentatonic Productions and the camera crew from Wild Rabbit to tackle this exciting, albeit challenging project. Wild Rabbit Aerial are predominantly known for their phenomenal aerial photography capabilities and coupled with Pentatonic’s new addition to the family (the Sony PMW-F5 Cinealta camera) the team was able to capture and produce some stunning results (see video above). This was Syndctd’s first foray into a production of this nature, and it was met head on with enthusiasm and tenacity.

The Equipment

Shot on the Sony PMW-F5 Cinealta camera in 16 bit 4K RAW, 120 frames per second with 14 stops of cinematic dynamic range. These cameras were used to capture the slow motion ultra high definition replays for this year’s super bowl on FOX. 4K offers the client the confidence of future proofed media as our media distribution world and televisions head towards ultra HD or 4K broadcast. 4K raw footage used 512gb of storage media in 65 mins of shooting. In camera compressed 4K or 2K would lower this data rate considerably.

Large capacity camera drone octocopter with custom-engineered three axis brushless camera gimbal produces stunningly stable imagery carrying the Sony F5. Wireless HD monitoring stations and long range FPV w/ on screen flight data allows the team to fly safely and achieve complicated shots before thought impossible. Average flight times running at 8-12 mins depending on flight conditions and camera movement.

The Website

To uphold the exclusivity of this property the website required a password for entry. Once inside a full-screen visually focused site captivates the viewer. There was a database of brilliant photos taken of the stunning property that brought the site to life. The aesthetic of the site was kept very simple in order to showcase the beautiful photographs.

The aerial footage produced is presented in two sections of the site. The Private Driving Range page highlights the snippet of the larger video that features Pro Golfer Pat Perez teeing off from the property’s range.

Viewers can get the fully immersive picture of the property by watching the Video Tour. To exhibit the footage at its highest quality, the video was embedded through Vimeo Pro and played in HD. The viewer could also expand the video to full-screen.

Working for this client and unique property was a great opportunity for Syndctd to expand and showcase its video content services. Through the video and site, we strived to show the audience the beauty of such an expansive home.

One Santa Fe - Website, Social Media and Photoshoot

One Santa Fe, the eclectic Arts District mixed use property development was designed by the world renowned architect Michael Maltzan. In 2012, the $160+ million dollar project broke ground and construction of the 510,000 square foot property was immediately underway!

In January 2015, the building opened for leasing and Syndctd was brought in to help drive users from Google and Social Media Platforms to the One Santa Fe website to learn more about the property and turn LEADS into LEASES.

Social Media Management & Creative Content Development

• Daily Management of Facebook, Instagram, Twitter and Google+
• Image Creation and Copywriting for posts 5+ times per week
• Crisis Management + Brand Monitoring
• Advanced Social Reporting + Weekly Digital Strategy Sessions with One Santa Fe marketing staff

WEBSITE REDESIGN + Photoshoot of Property and Community

• ReDesign of Property Website with integration to their existing property management backend
• Photoshoot for social and web assets: Studio, One Bedroom, Two Bedroom and Townhome
• Lifestyle Photography around One Santa Fe

Paid and Organic Search

• Paid Advertising: Facebook, Google AdWords, YouTube, Instagram and Twitter
• Organic Search: SEO Website Overhaul and Production of Blog Content for Site

Key Initiative

Our Search and Display campaigns drove users back to the osfla.com page to gain knowledge regarding the different unit offerings. Additionally, we ran an extremely successful video campaign that generated approximately 40,000 views with the help of media support; specifically through TrueView In-stream Ads, Standard Display Ads and In-video Overlay Ads.

Facebook advertising was also invaluable and garnered the most conversions for lease submission inquires at One Santa Fe. As advertisers, the Facebook Targeting algorithm gives us the opportunity to identify specific target audiences by geographic and interest criteria within their network. This was key to get into the mind of the coffee-sipping consumer when generating this particular social campaign.

Campaign Insights

Working on Social Media, Paid Media Campaign Creation and Management and Photo Content Development in the last year has helped to drive leases for the property – and more importantly, also sets the tone for the kind of life people want to lead at One Santa Fe.

Traffic to Website from Paid and Social: 17.6K Unique Visits

• New Sessions: 60.4%
• Referral Traffic: Social and Paid- 55% // Direct – 25% // Organic – 20%
• As of November 2015, One Santa Fe is at 90% Occupancy rate.  

Schwarzkopf Professional - Educational Microsite

Syndctd designed and developed a microsite on behalf of Schwarzkopf Professional, a Henkel brand. Syndctd was tasked with ideating a concept that would work to gamify the needed educational material for hair designers, a group with a notoriously short attention span. Syndctd solution was to develop the microsite featured below!

Samsung - SOS Island Campaign Development

Syndctd was contracted to do all the ideation, contracting and back-end development for Samsung's SOS Island campaign. The activation was, in partnership with our friends at SXM, was a live broadcast much like survivor, with the twist that all contestants were voted upon live, using social media. 

The brand integration came in the form of all challenges being based around the Samsung Camera product line. So for example, one challenge set two contestants against one-another, where they would dive to the bottom of the ocean, find a waterproof Samsung camera, take photos and those photos would be judged by the Social Media audience to determine a winner.

Stones Throw - Branding, Film Marketing + Film Distribution

Syndctd was brought on to support the development and release of the original documentary “Our Vinyl Weighs a Ton: This is Stones Throw Records”.  The film centers around a Los Angeles-based independent record label that has produced many prolific Hip Hop artists over the years. The films brand identity was developed from scratch by Syndctd and was very influenced by Stones Throw’s old school Hip Hop aesthetic.

Branding & Logo Development

The logo was the first step in the development of the documentary’s identity. Several logo mockups were developed visually playing off the film’s title. The hand written aesthetic of the chosen logo treatment lent itself very well to the culture of Stones Throw. This aesthetic carried over into the design of the movie poster with the hand written laurels and torn background texture.

DVD Packaging Design

Syndctd was next tasked with developing the DVD set. Elements of vintage comics were incorporated to compliment the continued ‘hand-written’ aesthetic. The 2-Disc Collector’s Edition DVD Box Set included the soundtrack along with a 6-page curated booklet. The booklet includes a handwritten soundtrack listing, elementary school essay written by Peanut Butter Wolf and collection of old personal photos from the Stones Throw founder.

Microsite

Syndctd also designed and developed the film’s microsite, which featured a ticket buying portal during the theatrical run. Similar to the social media that was created, assets from the poster were reinterpreted to keep branding consistent and recognizable through all online channels. 

Cleobella - Website Design

Cleobella is a handbag and accessories company based out of Sunset Beach, CA. They are known for their handcrafted products from Bali and Mexico, which lends to their worldly aesthetic. With Cleobella’s new site, we really wanted to showcase their unique aesthetic, beautiful photography and gorgeous handbags. The goal was to balance our clean and luxurious aesthetic with the simple and easy-to-use functionality required to increase online sale conversions.

Thanks again to the entire Cleobella team for their grateful nature – we are so happy you guys love your new site!

“It was such a pleasure to work with true professionals.  I would recommend the team at Syndctd to anyone I know.  They guided us in this detailed process from start to finish and we could not be more proud of the website they built for our brand.  We have already seen a growth in sales in our shopping store, which was our ultimate goal!  I look forward to our continued partnership together in evolving our website for years to come.”

Thank you,

– Angela

Due to the ever-changing nature of the fashion industry, it was very important that the client be able to maintain and continually update their site for the new seasons. Cleobella.com was developed through WordPress and Shopify to facilitate client usability. Both platforms’ themes were highly customized. At the end of development, we created a detailed guidebook with screenshots and step-by-step instructions on how to use their robust new site.

To streamline the customer flow and funnel users through to the purchase point, we created a category grid on the homepage that directly links to featured products in the store. The homepage slideshow and adjacent tiles all call attention to different collections of highly visual products, enticing the user towards purchase.

Cleobella is extremely popular for their boho chic style in the fashion world and they receive lots of attention in celebrity and fashion press outlets. To highlight this we formatted the press stream in a picture grid format. The grid gives an overview of how extensive their reach is, while clicking into the post gives a more detailed view of the story. This striking grid-view also extends into the representation of blog articles.

IN THE STORE

To simplify customer flow, we included a side-bar navigation listing all sub-categories. Though most of their products are one of a kind, there is a large portion of products that feature a range of color choices. To make customers aware of all the options available, we created color swatches that appear on the preview category page.

To continue this feature onto the product page, we developed the functionality allowing the customer to view different color options by clicking the swatches. Overall this creates an engaging and visually appealing way of portraying the vast amount of options available in Cleobella’s products.

You can visit the Cleobella site here.