| Trama | The team at MSQUARE, led by director/writer Michael Cristian Greene, delivered an emotionally-driven campaign under Michael’s creative treatment (see Director’s Creative Vision below). The creative direction was drawn from Michael’s vision to align each ‘resident story’ with the personal anecdotes associated to the resident’s lives. Our team worked closely with the residents and LDK team to understand their personal history, interests, involvement in the community – shaping the narrative of each film to their personal stories. The resulting films received praised reviews and has gone on to become the brand’s most loved and shared campaign. |