Urba MRV
Concept and creative direction of a land development launch campaign
- My role
- Creative Director
- Year
- 2023–2024
Urba MRVContext
Urba is the MRV&CO group's land development company, focused on selling urbanized lots. As Creative Director, I conceived and directed a launch campaign, a project developed while I was Art Director at Kind Branding.
Problem
An empty lot has no house, furniture or decor to show. Land development communication tends to sell infrastructure (streets, walls, gatehouse) instead of the real reason someone wants to build there: the life that will happen on that land.
Goal
Create a campaign concept that made people see themselves living on the lot before even building, anchored in real, emotional moments (family, friends), with a single visual device that worked both on social media and in large-format OOH media.
Process
I defined two communication pillars for the campaign: an emotional, intimate one, a mother playing with her kids on the lawn ("Live the thrill of stepping onto your lot's lawn"), and a social one, a barbecue with friends in the leisure area built on the lot ("Live in your friends' favorite spot to hang out"). The two pillars cover different motivations for buying a lot: family life and social life.
I created a single graphic device to unify the campaign: a hand-drawn house outline in an orange stroke, framing the person or real scene in each piece. It's the campaign idea summed up in one visual element: that simple line is the house that doesn't exist yet, but that people's lives already fill.
I directed the concept's application across multiple formats, from social media mockups to a website banner, all the way to large-format OOH media, a billboard in an urban setting and a large vertical piece on a metal structure, keeping the same graphic device and the same reading at any scale.
Campaign pieces
The campaign's two pillars, each with its own scene and headline, united by the same graphic device.
OOH Media Application
The campaign applied to a billboard and a large-format vertical piece in an urban setting.
Solution
A campaign with two emotional pillars united by a single graphic device, the house outline framing the real lives of people who are yet to build. The same concept runs consistently from Instagram posts to large-format billboards, without relying on images of finished houses or floor plans to communicate the lot's value.
Takeaways
Selling an empty lot means selling a promise, not a finished product. A simple, repeatable graphic device (the house outline) solves a real land-development communication problem: how to show what doesn't exist yet without resorting to generic renders. And two well-defined emotional pillars cover more purchase motivation than a single generic "quality of life" message.
