The brief was to capture the core values of Puravankara – Precision, Beauty & Expression, in a creative manner – all leading to international standard community living as the raison d’être.
We explored all possibilities before zeroing in on Dance as a art form to depict these values. Dance and Architecture have lot in common. Both are related with practices of space. For a dancer, the act of choreography as a writing of place occurs through the unfolding of the spacial dimensions, gesture and embodied movement. For the architect, space is the medium through which form emerges and habitation is constructed. The film explores the feeling of space and architecture relations between the body and built. A conscious decision was taken to make this TVC into a sensory visual experience, which is not so common to advertising. It was also decided to mix international and Indian art forms to capture the international outlook & standards, the brand adopts.
Tags: Advertising, Showcase