Link REIT Corporate Video
Creative Strategy / Storyboard Illustration / Art Direction
WHO
Managed by Link Asset Management Limited, Link REIT is the first Real Estate Investment Trust listed in Hong Kong which has now developed into a leading retail-focused REIT in the world, properties located in Hong Kong, Beijing, Shanghai, Guangzhou, Shenzhen, London and Sydney.
WHAT
As part of Link REIT 15th anniversary, we’ve asked to create short film to showcase their approach of making meaningful connections with communities and businesses together.
HOW
We’ve come up the idea of “The Brighter future”, using string art to present connections, and how Link links them together. The film follows an artist as he conceptually develops a multi-layered work of art using string. He meets people from all walks of life, brings these people together to create an elaborate work of art by connecting strands of string.
Concept - String art installation
The video would be centred around the creation of a string art piece entitled ‘A Brighter Future’. We would see the artist at work during the creation while the V/O talks about how Link REIT links people to a brighter future. While the V/O is talking, we see extra, intricate close-ups of every twist of the string... binding...crossing. We do not see the actual finished piece until the very end.
01 | We see an artist at work creating a large string art piece (A Brighter Future).
02 | Suddenly he gets a moment of inspiration. We then see him out in the open gathering balls of string in a Link venue open area.
03 | People gather to watch as he starts to work out a large scale installation piece. One by one he gets people involved to help.
04 | He starts to line then up in a circle…people want to join in the fun. He then proceeds to link them all together by running the string around their hands.
05 | Eventually we see a wider shot to reveal he has created a huge human installation which is the same as the piece he was creating in his studio. We end by seeing the final art piece on a wall.