Third Street is a contemporary property developer based in Melbourne that lays focus on projects that explore the key elements of design: form, function, aesthetics and style. They collaborate with innovative architects and designers to maximise living spaces that retain style and improve aesthetics.
In a development climate where campaigns were taking on a more whimsical approach, we decided to name this project ‘Untitled’ as a point of difference. We also drew a comparison between the bold straight lines of the architecture and works by artists such as Piet Mondrian who titled the majority of his pieces ‘Untitled’.
Instead of directing a polished brand campaign shoot, we commissioned local lifestyle photographer Cory White with the minimal brief of capturing the area from a local’s perspective, creating a unique suite of truthful lifestyle imagery. Untitled was a pioneer project in the Windsor corner of Prahran, that set a campaign trend for many medium and high density projects in the area.
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