Gables Residential, an award-winning real estate company specializing in multifamily and mixed-use communities, manages approximately 38,000 apartment homes and 400,000 square feet of retail space across the US. infinitee was engaged by Gables to create an upscale and unique collateral piece for the marketing and leasing initiatives of one of their newest properties, Gables Columbus Center in Coral Gables, Florida. This piece needed to reflect the contemporary sophistication and amenity-rich area of this new community.
We proposed a striking, underwater photoshoot to support the messaging and tagline of “Immerse Yourself in Elegance”. This out-of-the-box photo shoot would capture custom images to use in the brochure and other promotional materials for the community. We scouted a heated pool at least 10 feet deep that was large enough for 2 models and a photography and dive team of five people. Our stylist crafted a special dress adding 15 yards of tulle fabric to create an elegant look that provided effortless movement in the water. We used special waterproof makeup applied throughout the day and many other unusual details including special camera and lighting equipment.
The models spent 9 hours in the pool fully clothed including tuxedos, shoes and that ethereal gown we mentioned before. (PS – It was one of their first underwater photoshoots and they nailed it!) The models held their breath for an average of 2 minutes per shot and we ensured divers were stationed at the bottom of the pool to provide oxygen via tanks as needed. At the end of this amazing day, we captured over 100 images that we’re confident will make a big splash in the marketing and leasing initiatives for Gables Columbus Center.