432 Park Avenue

LocationNew York City
Completion Date2013
CollaboratorsDBox, Matthew Bannister, Keith Bromely

Dream A Little Dream

More celebration than sales pitch, this film nimbly links 432 Park Avenue, the world’s tallest residential building, to other achievements in art and elevation, while creating an irresistible vision of luxury. Our goal was to make a film that expressed the allure of living here without resorting to the typical reel of real estate superlatives. Instead, using a four-minute dreamlike sequence of images, we revealed an entire world within and around these apartments, a world rich in culture and history—not just amenities.

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Connecting the Tower to the City

Our most inspired decision was to hire Philippe Petit to walk a virtual high wire between the Empire State Building and 432 Park, connecting this new tower to a powerful moment in New York City history, when Petit walked between the Twin Towers that once dominated the skyline. His role in the film was as a kind of stratospheric doorman, welcoming buyers to their homes in the sky.

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This rectilinear building, with its boxlike rooms and 10 x 10 foot windows, downplays its own complexity. We used references to everything from the Pantheon to Mies Van Der Rohe to reveal the architectural pedigree hidden in the design.

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Big Deal

Real estate developer Harry Macklowe wanted an over-the-top film to celebrate this over-the-top building, and he had the budget to produce it. Macklowe spent more than a million dollars on a four-minute film, sparing no expense—and attracting the attention not just of potential condo buyers, but of The New York Times.