Turning photoshoot into digital brand expression

In spring 2020, Mindspace made the pages of architectural magazines with a creative photoshoot entitled Can’t Touch This. “The brief came from one of our European PR companies. They wanted to push a photography project and asked us to show interior spaces and visualize how Coronavirus will change the world”, Chen explains. But after sending it to magazines, he realized that the photoshoot can reach a broader audience. So, for a couple of days, Mindspace turned their photoshoot into a digital brand expression campaign using Readymag.

“March, April, and May 2020 the world was in a kind of hold, we really needed to do something out of the box to get people moving. We gained traffic, interest, and brand awareness, plus all sorts of leads. When we talk about it, it’s undeniable this was a fun and productive project,” —Chen Mizrach, Mindspace Creative Director

“Let’s take a common situation: you’ve finished 98% of your project, but aren’t sure of the best way to present it to your client. This was the story of my life as a designer. You create the most beautiful things, hand them to marketing, operations or sales, and then you see your work showcased on obsolete platforms. The Can’t Touch This campaign could have easily—so easily been a project on PowerPoint—but then it would be horrible. Let's guess that at least 50% of the people who were into the Can't Touch This campaign, wouldn’t have cared about it if it wasn't showcased in a convenient, accessible format,” explains Chen.