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Project type

Paid social assets for opening of Locke at East Side Gallery

Date

March 2023

Location.

Locke at East Side Gallery, Berlin.

As part of a full-funnel campaign for Locke at East Side Gallery, this creative was designed to sit at the top of the funnel. Leading with atmosphere over direct messaging.
The imagery leans into Berlin’s raw, artistic spirit, capturing a cinematic ‘story still’ rather than a traditional travel shot. This approach aimed to evoke curiosity and emotional connection, allowing the image to lead the viewer into imagining the broader narrative.

This story gif was used to target the lower funnel, blending atmospheric storytelling with a subtle prompt to action.
By integrating direct references to location - East Side Gallery and the Berlin streetscape - alongside the cinematic visual style, the story maintained the campaign’s artistic narrative while driving clearer recognition and conversion.

To align with Berlin’s moodier, grittier aesthetic, the team produced interior photography that felt authentic and filmic, contrasting Locke’s previously more playful style. This asset focused on communicating the brand’s "live like a local" ethos, presenting the apartments as a personal, creative base rather than just a place to stay. Supporting the middle of the funnel in the campaign journey.

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