For Cirque X Viceroy in Snowmass, I developed a campaign built around the people who would ultimately live there. Rather than relying on traditional luxury real estate language, I created distinct buyer profiles and turned them into characters within a larger story—giving prospective owners a way to see themselves in the experience, not simply the property.
The campaign gave the brand a more human, cinematic point of view while creating a flexible platform for sales and marketing. The response was immediate: 41 of 46 residences sold within the first eight days, with more than $150 million in sales in the first five days. The collection went on to sell out in under a year.
