Reside on Richmond: Scotty Barnes

The Objective

Reside on Richmond, a new Toronto condo development, wanted to create cultural relevance and cut through the noise of a competitive pre-construction market. To do this, the developers teamed up with NBA star Scottie Barnes to headline the project launch. The objective was to build buzz, drive awareness among a younger, lifestyle-oriented audience, and convert that attention into qualified registrations.
The Objective
Reside on Richmond, a new Toronto condo development, wanted to create cultural relevance and cut
through the noise of a competitive pre-construction market. To do this, the developers teamed up with NBA
star Scottie Barnes to headline the project launch. The objective was to build buzz, drive awareness among
a younger, lifestyle-oriented audience, and convert that attention into qualified registrations.
The Project
Content Division was tasked with leading the photography direction for the Scottie Barnes collaboration.
Our team captured a suite of high-quality images designed specifically for billboard placements,
large-format print, and marketing collateral. These hero visuals not only anchored the outdoor campaign
but were also repurposed across digital and press channels, ensuring a consistent and premium brand
image that tied the project to Scottie’s cultural influence.
• Directed and shot hero photography featuring Scottie Barnes for billboard and large-format use.
• Captured supporting imagery for brochures, ads, and online registration platforms.
• Ensured assets were versatile for both digital and print campaigns, extending their lifecycle and ROI.
• Provided a consistent visual identity across earned media, paid ads, and developer materials.
The Results
• Billboard and large-format ads featuring Scottie Barnes’ photography became the focal point of the
campaign, driving strong local visibility across Toronto’s core.
• Scottie’s campaign content is estimated to have generated ~200K–250K organic impressions per Reel,
with total campaign awareness comfortably reaching several hundred thousand unique views across social
+ earned media.
• The photography assets extended beyond out-of-home, supporting earned media features and reinforcing
credibility in outlets like STOREYS and Urbanize Toronto.
• Using real estate funnel benchmarks, the campaign likely delivered ~50–400 qualified registrations
directly attributable to Scottie’s presence across visual campaigns.
• By combining celebrity-driven visuals with premium production value, the project positioned Reside on
Richmond as a culturally relevant development—helping accelerate sell-out momentum.