Most real estate photography idealizes neutral, non-specific taste—the safe route for most potential buyers. The latest advertising campaign by New York-based The Corcoran Group opts for a personal approach with a series of intimate portraits by Annie Leibovitz that capture the individual style of 12 prominent residents including some familiar faces from the design industry—all relaxing in their homes.
The new images are part of what Corcoran is calling “a natural evolution” of its “Live Who You Are” campaign, which launched in 2006 and used black and white portraiture and commonly known real estate catchphrases to show the intrinsic connection between people and their homes.
This time in color, Corcoran enlisted the renowned Leibovitz to create a series of portraits of well-known names in their homes throughout Manhattan, Brooklyn, the Hamptons and Palm Beach (the areas which Corcoran serves).
“Our ‘live who you are’ philosophy is just as relevant today as it was back in 2006,” said Christina Lowris-Panos, Chief Marketing Officer of The Corcoran Group. “Buying a home is an emotional decision as it is often the truest reflection of who you are. Annie walked into the homes of our subjects and immediately knew how to bring their personality and passions to life—she has a magical ability to uncover what makes people tick. Her work with the twelve subjects in this campaign has made the notion of 'live who you are' more tangible and authentic than ever."
The talents featured in the advertisements are interior designers Mara Miller, Jesse Carrier along with their children in Carnegie Hill, New York; artist Michele Oka Doner in Soho; landscape architect Mario Nievera in Palm Beach, Florida; professional surfer Quincy Davis in Montauk, New York; chef Christina Tosi in Williamsburg, Brooklyn; The Topping Family, 13th Generation Equestrians in Sagaponack, New York; ballet dancer Misty Copeland on the Upper West Side; professional basketball player Tyson Chandler and family on the Upper East Side; writers Andrew Solomon, John Habich Solomon along with their son in Greenwich Village; Evan and Oliver Haslegrave (brothers) Founders of hOmE/Greenpoint in Brooklyn, New York; restaurateurs Francesca and Hans Pauli in Southampton; and singer Jimmy Buffett in Palm Beach, Florida.
“Annie Leibovitz is the preeminent documentarian of our day,” said Pamela Liebman, Corcoran President and CEO. “For her to lend her experience and skill to Corcoran and our campaign is a very powerful gift. People will look forward to seeing each of the twelve sensational portraits as we unfold them over the next few months. ”
Michele Oka Doner
Twelve four-color, single-page ads will appear in a cross-section of media formats including in newspapers, magazines, outdoors, online and across social media platforms including Facebook, Twitter, Instagram, Tumblr and Pinterest. Print ads will appear in The New York Times, The Wall Street Journal, How To Spend It, The New York Post, Vanity Fair, Domino, Food & Wine,Town and Country, New York Magazine, Departures, Hamptons Cottages & Gardens and The Palm Beach Daily News.
Lowris-Panos estimates the marketing budget for the Leibovitz campaign at a mid-seven figure level through December 2014. The campaign will continue throughout 2015 with next year’s media plan currently under development.
Evan and Oliver Haslegrave
In addition to the print and online media, Corcoran is launching a photography contest, inviting consumers to show how they ‘live who they are’ for a chance to win a three-night stay for two at the NoMad hotel in New York. The contest encourages consumers to take a “selfie” in their home that depicts how their living environment reflects their interests and lifestyle. A custom app on the Corcoran Facebook page will enable users to upload the photo from their phone or computer, creating a layout and headline that mimics the style of the Corcoran ads.
The submission that best captures the spirit of the "Live Who You Are" campaign will win the hotel stay as well as a chance to be featured in the new campaign, alongside the images created by Leibovitz.