50 West — Lower Manhattan

The Project

50 West Street is a 64-story curved-glass condominium tower by Helmut Jahn in Lower Manhattan, with interiors by Thomas Juul-Hansen — “The Art of Inspired Living,” from double-height residences to the Water Club pool and an observatory over the harbor. Premier New York condos, sold — not leased — which raises the stakes on every impression.

The Challenge

Condo pre-sales are the hardest sell in real estate media: buyers commit seven figures, often before ever standing in the residence. The visuals have to close the distance — floor-to-ceiling harbor views, the calm in every curve of the facade — with the credibility a Financial District buyer expects.

What We Produced

• The 50 West Film — the brand film on the homepage of 50westnyc.com, directed to the building’s curved-glass calm and Juul-Hansen’s interiors.
• Lifestyle videos with actors — residences staged in motion: cast talent living the double-height great room, the Water Club, the observatory at dusk. The buyer as the lead character, always.
• Architectural photography — drone exteriors of the curved facade over the harbor, model residences, and the full amenity collection.
• Social reels — vertical campaign creative for the ad program driving qualified buyers to the sales gallery.

Why It Matters

Pre-sales and lease-ups are our specialty. When a development has this much invested, “good enough” media is the most expensive line item on the budget — it’s the one that costs sales. We produce the visual world that gives buyers the confidence to pull the trigger, site-unseen.

See the work live at 50westnyc.com.