1221 Van

JBG’s new rental in Capitol Riverfront’s emerging Ballpark neighborhood, home to Nationals Stadium, transformed Van Street into the new “place to be,” and IF Studio was tasked to bring this to life. Our approach was to create buzz for the campaign by putting out an open-casting call for real people to be featured in the pre- and launch campaigns. We set up a photo “booth” during a Nationals game in Dupont Circle and made 80 portraits of real individuals, couples, friends and families over two days. These portraits were then deployed in all marketing outreach, from teaser site to social media, e-blasts to brochure and website. #ONVAN quickly went viral on social.