A project that has to stay visible

IRYS is turning a former office building in central Brussels into new apartments. For Matexi, the challenge is not to launch the project once, but to keep it visible throughout the sales period: on the website, on social media, on the street.

A developer needs images at every stage. The early ones no longer tell the whole story a few months later, when the works move on and buyers ask different questions.

What I brought

The first shoot laid the groundwork: photos of the building and the neighbourhood, a drone flight over the city, a 360° tour for the website, and a first film in horizontal and vertical versions.

The next film went further. A show apartment filmed late in the afternoon, facing south, as the light fills the rooms. Someone from the Matexi team on camera, presenting the project in their own words. And the developer’s 3D renders, animated and blended with real footage: the bare shell becomes the finished apartment, the old façade gives way to the new one.

Then the street. For a campaign on the city’s digital screens, two vertical clips lasting a few seconds: one on the reduced VAT rate for a new apartment, the other placing IRYS 750 metres from the screen. Both follow the project’s identity: colours, typography and logo.

IRYS, Brussels: the site, the view and the neighbourhood, as seen in the film.

What the images make possible

Matexi now has a consistent body of images that works across all its channels: the project website, social media, outdoor advertising. Each new stage builds on the previous one, with the same eye.

And the work goes on. The crane’s arrival on site has been filmed, and I keep producing content so IRYS stays in the conversation.

What it means for your property project

Think of a project’s communication as a series, not a single film: every stage of the works is a new reason to talk about it.

Your 3D renders can live on in video. Animated and blended with real footage, they show what buyers cannot visit yet.

The same partner from one stage to the next keeps things consistent: same light, same tone, same identity, from the website to the city’s screens.

Let someone from the team speak. A human voice reassures more than a brochure.

Selling a project over several months? Write me a few lines about the project.