To promote the launch of the Brickell City Centre retail space, we brought to life the unique characters of the Centre – three global citizens with vastly different backgrounds, beliefs and experiences. We then conducted a photo and video shoot focused on telling their stories. The stills were used to create an elegant yet bold look for the retail center and were featured in a national print and local OOH media takeover. The videos, telling the backstory of each character, were launched on social media and in PR to generate buzz and excitement ahead of the opening. The campaign reinforced the notion that when you believe in yourself and in your style, you become the Centre of Attention.