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Midtown 64 - A Cinematic Vision for Urban Living
When a development aims to reshape how people live, move, and gather, the story around it must show more than architecture. It must reveal a lifestyle worth investing in. Midtown 64 needed a narrative that communicates place, possibility, and the emotional promise of a new urban district.
Client:
Greenberg Givens
Year:
2025
Industry:
Real Estate Development
Services:
Architectural Visualization
3D Animation
Storyboarding
Art Direction
Drone Integration
Client:
Greenberg Givens
Year:
2025
Industry:
Real Estate Development
Services:
Architectural Visualization
3D Animation
Storyboarding
Art Direction
Drone Integration
Executive Summary
Greenberg Givens needed a cinematic animation to attract retailers, residents, and investors for Midtown 64, a mixed-use development at Richmond's urban edge. Digital Bunch transformed early design documents into a branded visual narrative through creative direction, storyboarding, 3D environmental design, and drone integration, delivering a marketing asset that positions the project as Richmond's premium lifestyle destination.
Digital Bunch Solution
We delivered a cinematic brand narrative built from architectural documentation through final delivery. The scope included strategic narrative development, full storyboard creation, complete 3D environmental design, camera and lighting systems aligned to luxury positioning, drone footage integration, and a film positioning Midtown 64 as a premium mixed-use destination for all stakeholder audiences.
Greenberg Givens needed a cinematic marketing asset that would position Midtown 64 as Richmond's next premium lifestyle destination and accelerate retail leasing commitments.
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Mixed-use developments compete through visual storytelling that secures retailer interest before construction begins. The most effective marketing assets show experience rather than explain it.
Understanding what really mattered for Greenberg Givens
Midtown 64 includes significant elevation changes, phasing complexity, and early-stage architectural elements. Retailers and investors needed to understand how the site functions as a vibrant, cohesive experience while seeing the project positioned strategically within Richmond's competitive landscape.
Challenge
Midtown 64 includes significant elevation changes, phasing complexity, and early-stage architectural elements. Retailers and investors needed to understand how the site functions as a vibrant, cohesive experience while seeing the project positioned strategically within Richmond's competitive landscape.
Solution
We created a cinematic animation merging drone footage with 3D environments to establish geographic context immediately. Camera movements highlighted foot traffic, plaza use, and architectural massing through unified art direction. The film balanced architectural fidelity with elevated mood, maintaining aspiration while remaining grounded in construction reality.
Our Unique Approach: Story-Driven Visualization
We approached the film as brand narrative rather than technical visualization, structuring the story around emotional markers: arrival, discovery, energy, atmosphere, and lifestyle. Story-driven 3D worldbuilding guided viewers naturally through the site, revealing spatial relationships intuitively through movement. Environments functioned as narrative tools, creating a seamless journey that feels inevitable rather than scripted.
Architectural accuracy with elevated mood maintained topography and massing fidelity while enhancing composition to communicate aspiration. We interpreted early design documents to create visual consistency across multiple buildings and development phases. Every detail was calibrated to reflect both construction reality and the premium positioning Greenberg Givens envisioned.
Seamless luxury aesthetic employed soft transitions, premium-grade lighting, and refined camera movement to align Midtown 64 with upscale mixed-use destinations nationwide. The drone-to-CGI integration established credibility before immersing viewers in the envisioned experience, ensuring the animation feels grounded while maintaining aspirational quality necessary for effective marketing.
Kasia Świerczewska
Head of Production
The challenge with Midtown 64 is turning incomplete documents into a complete, resonant story. We designed how people would feel about a non-existent place. Success came from ensuring every angle and lighting choice answered: would I want to be there? Visualization as storytelling moves people to act.
Do you want your brand to shine?
Start ProjectGreenberg Givens gained a versatile marketing tool for investor pitches, retailer outreach, and residential marketing, ensuring visual consistency and premium positioning.
One Film, Multiple Audiences
The animation functions simultaneously as commercial opportunity for leasing teams, lifestyle experience for prospective residents, and strategic investment for financial partners, eliminating the need for separate presentations. This versatility allows Greenberg Givens to deploy a single asset across different contexts while maintaining message consistency. The film adapts to each audience's priorities without requiring custom edits or alternative versions.
Premium Aesthetic Matches Market Positioning
Every frame appeals to retailers seeking high-end locations and residents expecting modern living standards, establishing Midtown 64's positioning through aesthetic quality rather than stated claims. The visual language signals luxury through composition, lighting, and movement pacing, creating immediate recognition of the development's market tier. This approach allows the film to communicate value proposition before any spoken explanation.
Movement Creates Spatial Understanding
Subtle transitions, progressive reveals, and purposeful camera movement help viewers understand site layout and circulation naturally, reducing cognitive load and accelerating stakeholder understanding during presentations. The animation guides attention through spatial sequences that build comprehension intuitively, allowing viewers to grasp complex relationships between retail frontage, residential access, and public spaces without requiring diagrams or verbal explanation.
Built for Ongoing Evolution
Built assets and established direction enable updates as architecture evolves, new buildings are added, or marketing sequences require adjustment, protecting the client's investment as the project progresses through construction phases. The modular structure of the 3D environment allows selective updates to specific areas without rebuilding entire sequences. This flexibility ensures the film remains current throughout the multi-year development timeline while preserving the original creative vision.
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Midtown 64 is a premium mixed-use destination for leasing and investment. The animation supports various stakeholders without extra production. The visual system allows updates as the project evolves.
Looking Forward: Expanding the Story as Midtown 64 Grows
As Midtown 64 moves through development phases, the animation foundation we built creates opportunities for ongoing storytelling that evolves with the project. New buildings can be revealed through targeted sequences that maintain visual consistency while highlighting specific tenant opportunities or residential amenities, allowing Greenberg Givens to develop phase-specific marketing materials and updated investor presentations without starting from scratch. The cinematic language we created positions Midtown 64 for long-term brand building, enabling real footage integration as the development opens and activates, creating before-and-after narratives that demonstrate how vision became reality while strengthening stakeholder confidence throughout the project's lifecycle.
Digital Bunch delivered a versatile marketing asset that positions Midtown 64 as Richmond's premier mixed-use destination across all stakeholder audiences.
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