METLIFE BUILDING
COMMERCIAL
METLIFE BUILDING | 200 PARK AVE
Client: Tishman Speyer and Irvine Company
Architecture: MdeAS Architects
Location: New York City
Services provided
directing • cinematography • photography
ABOUT
Revitalizing MetLife 200 Park Ave
Background: MetLife 200 Park Ave, an iconic landmark in the heart of New York City, underwent a multi-million dollar renovation aimed at attracting tenants back into the office space post-COVID-19. With remote work becoming more prevalent, the challenge was to create a compelling narrative to entice companies to lease space within the building.
Goal: To create a captivating video commercial and photos showcasing the newly renovated spaces within MetLife 200 Park Ave, emphasizing its iconic location, and enticing potential tenants.
Concept: The concept for the video treatment focused on highlighting the iconic location of MetLife 200 Park Ave and key renovated areas, including the lobby, lounge areas, conference rooms, meeting rooms, and restaurants. Four diverse principal talents were selected to represent the potential workforce that could thrive within the building.
Conclusion: The renovation of MetLife 200 Park Ave represents a strategic investment in revitalizing a historic landmark and adapting to the evolving needs of the modern workforce. Through the creation of a compelling video commercial, the building's unique features and amenities are brought to life, establishing it as a top choice for companies seeking a prestigious and contemporary office space in New York City.
CHALLENGES
Light Flickering: A notable challenge encountered during the production of the video commercial was the presence of varying light flickering in different areas of the MetLife 200 Park Ave building. This issue stemmed from differences in light frequencies between spaces such as the lobby and conference rooms, despite their proximity. To mitigate this challenge, our team ensured that the frame rate used for filming could effectively match the diverse lighting conditions present throughout the building. By carefully synchronizing the frame rate, we were able to maintain visual consistency across the footage, ensuring a seamless viewing experience for our audience.
Timing with Natural Light: Another significant challenge we faced during the filming process was the constraint imposed by the specific time of day suitable for shooting in each area of the building. Being located amidst the towering skyscrapers of New York City, MetLife 200 Park Ave presented unique lighting conditions that varied throughout the day. To capture the desired shots, it was imperative to time our filming sessions precisely, ensuring that we captured each area before sunlight was obstructed by neighboring buildings. This required meticulous planning and coordination to maximize the available natural light and achieve the desired visual impact in the video.
Logistical Constraints: The vast layout of MetLife 200 Park Ave posed logistical challenges during the production of the video commercial. With key spaces spread apart throughout the building, meticulous planning was essential to ensure an efficient shooting schedule. Additionally, the need to limit our footprint and work around the building's tenants added another layer of complexity to the project. To navigate these challenges, our team carefully coordinated schedules, taking into account the availability of each space and the need to minimize disruption to the building's occupants. Furthermore, we utilized the building's freight elevators to transport our equipment, optimizing our workflow and ensuring a seamless production process while respecting the daily operations of the tenants.
STRATEGY
The video opens with stunning aerial shots of the MetLife Building, emphasizing its prominent position in the New York City skyline. As the camera zooms in, viewers are drawn into the newly renovated lobby, featuring sleek designs and modern furnishings.
A series of vignettes follow, showcasing the diverse talents seamlessly integrated into the office environment. Professionals are seen collaborating in state-of-the-art conference rooms, engaging in brainstorming sessions in stylish meeting rooms, and networking in vibrant lounge areas. The video also highlights the dining options within the building, emphasizing its convenience and amenities.
Throughout the commercial, a narrator provides a narrative that reinforces the message of innovation, professionalism, and connectivity that MetLife 200 Park Ave offers to its tenants.
OUTCOME
The video commercial successfully captures the essence of MetLife 200 Park Ave's revitalization, positioning it as a premier destination for businesses seeking a dynamic and inspiring workspace in the heart of Manhattan. By showcasing the building's iconic location and key renovated areas, the commercial effectively attracts potential tenants and generates interest in leasing opportunities.
Credits:
Advertising Agency: Doner
Production Agency: Wolfgang
Director: Arturo+Lauren
Producer: Monica Tezla
Director of Cinematography: Dustin Tan
1st AD: Jeremy Allen
2nd AD: Maya Wade
Gaffer: Atushi Takaoka
1st AC: Kelley Grade
Media Manager: Daniel Chang
Photo Assistant: Andrew Espinol
BEHIND THE SCENES
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To create a captivating video commercial and photos showcasing the newly renovated spaces within MetLife 200 Park Ave, emphasizing its iconic location, and enticing potential tenants.
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Light Flickering: A notable challenge encountered during the production of the video commercial was the presence of varying light flickering in different areas of the MetLife 200 Park Ave building. This issue stemmed from differences in light frequencies between spaces such as the lobby and conference rooms, despite their proximity. To mitigate this challenge, our team employed a meticulous approach, ensuring that the frame rate used for filming could effectively match the diverse lighting conditions present throughout the building. By carefully synchronizing the frame rate, we were able to maintain visual consistency across the footage, ensuring a seamless viewing experience for our audience.
Timing with Natural Light: Another significant challenge we faced during the filming process was the constraint imposed by the specific time of day suitable for shooting in each area of the building. Being located amidst the towering skyscrapers of New York City, MetLife 200 Park Ave presented unique lighting conditions that varied throughout the day. To capture the desired shots, it was imperative to time our filming sessions precisely, ensuring that we captured each area before sunlight was obstructed by neighboring buildings. This required meticulous planning and coordination to maximize the available natural light and achieve the desired visual impact in the video.
Logistical Constraints: The vast layout of MetLife 200 Park Ave posed logistical challenges during the production of the video commercial. With key spaces spread apart throughout the building, meticulous planning was essential to ensure an efficient shooting schedule. Additionally, the need to limit our footprint and work around the building's tenants added another layer of complexity to the project. To navigate these challenges, our team carefully coordinated schedules, taking into account the availability of each space and the need to minimize disruption to the building's occupants. Furthermore, we utilized the building's freight elevators to transport our equipment, optimizing our workflow and ensuring a seamless production process while respecting the daily operations of the tenants.
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The video opens with stunning aerial shots of the MetLife Building, emphasizing its prominent position in the New York City skyline. As the camera zooms in, viewers are drawn into the newly renovated lobby, featuring sleek designs and modern furnishings.
A series of vignettes follow, showcasing the diverse talents seamlessly integrated into the office environment. Professionals are seen collaborating in state-of-the-art conference rooms, engaging in brainstorming sessions in stylish meeting rooms, and networking in vibrant lounge areas. The video also highlights the dining options within the building, emphasizing its convenience and amenities.
Throughout the commercial, a narrator provides a narrative that reinforces the message of innovation, professionalism, and connectivity that MetLife 200 Park Ave offers to its tenants.
-
The video commercial successfully captures the essence of MetLife 200 Park Ave's revitalization, positioning it as a premier destination for businesses seeking a dynamic and inspiring workspace in the heart of Manhattan. By showcasing the building's iconic location and key renovated areas, the commercial effectively attracts potential tenants and generates interest in leasing opportunities.
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Photo + Video