Mattamy Cityscape Motion Graphics

Cityscape


A Vibrant Community

New Cityscape neighbourhood

An enticing marketing video created for Mattamy Homes, developer of Calgary’s new Cityscape community, shows the range of homes and public spaces new residents can enjoy.

The visual language of the video, which is fresh and vibrant, was carefully developed with the target audience in mind. The presentation is featured in the sales centre, giving an immediate understanding of lifestyle in the Cityscape community.

Location:  Calgary, Canada
Client: Mattamy Homes
Summary: Promotion of new residential development with animation and motion graphics for web and sales centre.

Marketing Video

Marketing video for the sales centre shows home designs and green spaces

Thematic Development

The original presentation was delivered as a multi-screen display in the sales centre. It was designed so that the audience could understand the content quickly, and without viewing the whole video. The multi-screened theme was extended to the print format where the layout of graphics is subdivided.

Mattamy Cityscape Storyboard
Storyboard images developed for multi-screen presentation
Mattamy Cityscape, Calgary
Image from final video with subdivided screen

energy from Colour and Style

Cicada used a bold and colourful stylistic approach to catalyze viewer interest.

Mattamy Cityscape Motion Graphics, Calgary

Still frame of colourful chapter break in presentation

Mattamy Cityscape Motion Graphics

Colourful motion graphic depicting proximity of neighbourhood to city features

Visual Identity extended to print marketing

The visual identity of the Cicada presentation was driven by the need to appeal to a younger demographic. A clean, modern, and lively graphic language was the offshoot of this approach. It was used by the partnering advertising agency, Payne and Associates, to create a brochure of the new development.

Mattamy Cityscape Brochure, Calgary
Brochure graphic developed in tandem with video production
Mattamy Cityscape Park, Calgary

Video Compositing

To develop a compelling and realistic sense of the community, the team at Cicada wanted to integrate real people into the scenes. A green screen studio captured live video of various characters that were later composited into the CG scenes to add life to the future neighbourhood.

Cicada Greenscreen Shoot
Greenscreen video shoot