Conversations about real estate often begin with plans, floor areas and prices. In one Piazza Residence campaign, the CMG team focused on a different question: what might a person's everyday life in this space look like?
To tell that story, the team chose hand-created illustration and animation. The campaign's visual world connects with Old Batumi's streets, colours, music and human stories.
From one illustration to a complete story
The project began in collaboration with illustrator Nina Masalkina. An initial trial scene gave the team the idea for a more extensive story. This led to the character Nina, whose everyday life unfolds in the setting of Piazza Residence.
The building is not the animation's only focus. Morning coffee, a balcony, the sound of the sea and an evening with friends help tell the story. These details allow viewers to see the project's atmosphere.
Why illustration?
In the original interview, CMG director Sofo Tsuladze described the campaign's aim as creating an individual visual language. The team wanted to convey the project's character in a form that went beyond a standard advertising message.
Nina Masalkina's approach also starts with the experience of a space: how a modern residential setting blends with Old Batumi's aesthetics, and which details turn that connection into an everyday experience.
Emotion alongside practical information
Illustration is a creative way to introduce a project's concept. A purchase decision also requires specific information: the apartment layout, handover condition, description of facilities and contract terms.
The campaign presents Piazza Residence's story from an emotional perspective. To explore its practical side, visit the Piazza Residence page or contact the CMG team.
