Blog: Promoting the Intangible

Promoting the Intangible


Many organizations face the same marketing challenge at some point: how can it promote something that can’t be seen, heard, or touched? How do organizations get people excited about something intangible?

LAI Video recently worked through this specific challenge in a promotional video for Uptown Station in Oakland—taking on the unpredictable industry of commercial real estate (and the many variables that can affect a building’s value) and promoting a property not yet built.

The team got creative and developed an ode to Oakland—using creative imagery and composite animation to inspire confidence of a flourishing city, and positioning the upcoming commercial property as an attractive investment.

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