Main Street, Mount Pleasant and Olympic Village gave Chroma a rich local context. Research into prospective renters and their different household needs shaped how the South Flats address was introduced, alongside transit connections and the surrounding creative district.

The story stayed close to everyday choices: the type of home, the neighbourhood around it and the reasons this address might suit a renter’s life.

The campaign developed alongside the practical work of launching the building. Floor-plan and amenity feedback, website requirements and registration were considered with VADA’s leasing process, connecting the first enquiry with tour booking and follow-up.

Product information and communication needed to remain clear at each step, so the interest created by the campaign could continue into a useful conversation about the homes.

Over five months, four campaign phases responded to changing availability, pricing, incentives and photography. The creative direction held the neighbourhood story together while the messages changed with the leasing team’s needs.

More than 230 social tiles and 300 campaign assets supported paid social, display, search, email and web. Centralised version control kept the current material identifiable and consistent across platforms, partners and handoffs.

An initial advertising assignment grew into sustained support for the launch. Audience research, product guidance, campaign production and leasing communication worked together, keeping the introduction to Chroma coherent as the building and its availability changed.