40 Mercer Residences

Developed by André Balazs and designed by Pritzker Prize-winning architect Jean Nouvel, 40 Mercer Residences made a bold architectural statement in SoHo with its striking steel-and-glass façade. Driven by the marketing and branding strategy of Pandiscio Co., and under the creative direction of Alexander Kellas, I helped shape a fresh, unexpected approach to luxury real estate branding. Rather than adhering to traditional high-end marketing, we embraced a more whimsical narrative. At the heart of the campaign was Jacques et Jill, a charmingly illustrated picture book that captured the spirit of SoHo through the tale of two missing pets who, in their search for home, helped their owners find one too. This playful storytelling infused warmth and personality into the project, setting a new benchmark for development marketing and helping 40 Mercer break all downtown sales records.