CHALLENGE
A luxury residential development in the Wichita metro area sought to expand its reach beyond golfers and the country club set to complete the final phases of homebuilding.
INSIGHTS
Due to its location wrapped around a famous golf club frequented by pros and celebrities, Flint Hills National enjoyed significant name recognition and brand equity with avid golfers and country club members but desired to connect with a broader audience. We analyzed local demographic research to identify underrepresented market segments and compiled data to create personas of potential homebuyers.
SOLUTION
In an area highly saturated with luxury developments, Flint Hills National needed to capitalize on its otherness by showing potential homeowners the unique lifestyle the community provides. To achieve this, a story-based, narrative video series was developed for delivery via social media.
Based on the research, I wrote scripts and storyboards to speak to the key motivations of potential personas. Working with existing homeowners for talent and shoot locations, and a local video production company, I organized and produced the shoots and worked with the editors in post-production to deliver videos on time and on budget.
Creative Direction: Adam Wilbur
Copywriter: Adam Wilbur
Video Production: Method Productions
