Shining a light on America's fastest growing second city

Legendary developer and Hudson Yards visionary Stephen Ross is reimagining West Palm Beach, long seen as a retiree haven, into a city built for modern live, work, and play.

Related Ross partnered with us to develop a campaign rooted in cultural insight, aiming to shift perception and drive demand across their residential and commercial real estate. We embedded ourselves in the city, identified the strongest narrative entry point, and developed West Palm Brilliant, a 360 campaign that brings West Palm Beach vividly to life through film, documentary, digital and print.

To shift perception, we built the campaign around the light of West Palm Beach, a vivid and catalytic presence that reveals its elegance, energy, and potential. More than a seasonal escape, the city emerges as a bright, modern landscape where visionaries, entrepreneurs, and creative leaders can thrive year-round.

Collaborating with Related from the outset, we shaped the overarching ‘West Palm Brilliant’ campaign strategy and built out the creative ideas and executions with production realities in mind throughout. That alignment allowed us to lock a plan for a single, efficient shoot that captured an anthem film, social content, a five-minute documentary, and a full stills library to deliver a full 360 campaign.

The result is a campaign that captures a city in motion, from the roots of the Related Ross vision to the growing bond between West Palm and the people helping shape its future. We’re proud to play a part in telling that story, and in helping bring the energy and ambition of a modern 21st-century city to life.