17 Spring Street

The Origin Of Inspiration

Client | Cbus Property
Agency | Caramel Creative

17 Spring Street is New York living in Melbourne. The first stanza of the city, located next to Harry Seidler's iconic building in the most prestigious part of Melbourne’s Hoddle Grid.

As part of the creative team, and video lead my approach was to recognize that the project was a legacy piece, not only for Developers CBUS property but also for the buyer too. They are buying into the idea that this is Melbourne’s last great street, with an architectural response to match.

I wanted to convey the architect's passion and let them speak in conversation freely.

I provided on set art direction, capturing the beautiful Bates Smart offices in a new light, footage was graded in inky blacks, presenting a timeless appeal.

Roles

Interview scriptwriting
Storyboard
On-set art Direction
Full post production

Additional Credits

Creative Director | Aaron Lee
Brand designer: Oscar Salinas
A Caramel Creative Production