Opendoor
Opendoor created the iBuying category in 2014–setting out to reinvent life’s most important transaction with a new, radically simple way to buy and sell your home. Since then, the competitive landscape has only gotten hotter, being further accelerated by the pandemic.
As a member of R/GA’s content studio team, I was tapped to help evolve four key work streams: Testimonials, Activations, Sponsorships and Social ID. In order to ensure that this work would be grounded in a strong strategic foundation, my team began building a Definition Phase that focused on refining Opendoor’s existing creative concepts, testimonials, social presence, and establishing a cohesive GTM strategy for all workstreams.
Here are a few examples of how my ideas have impacted the brand partnership, through Brand ID, film / title treatments, editorial concepting, photography principals, and motion design.
Creative Art Direction / Storyboards / Motion Design / Photography Principals
Client: Opendoor
Agency: R/GA
Date: 2022-2023
Starting with a testimonials refresh, my goal was to make these stories feel less like typical talking heads in a well art directed room, and more like documentary style, day-in-the-life moments with families who trust Opendoor.
The tone of each testimonial should feel frictionless and stress-free, spending time, and making memories, instead of focusing on the buying/selling aspect.
The ‘Wall Gallery’ Treatment
I created a motion concept in After Effects, where title cards introduced each family testimonial within a larger, cross-cultural fixture in every home, the wall gallery.
Inspired by the opening visual of Kanye West’s Through the Wire music video, the motion treatment brought each portrait to life, telling the story of that chapter and the experience with Opendoor.
The approved concept was handed off to our studios team to build a plug and play, Cinema 4D framework, that kept our buyer/seller experiences at the center of the story.
