The James
Element Award — Motion
Frontier Design
Toronto, Ontario, Canada
The James is a new rental building in Toronto’s Rosedale neighbourhood. Tricon, the building’s developer, asked Frontier to create a launch video for their flagship property. As the project took form, it quickly became apparent that The James is not any old rental. There is the octogenarian kitchen-unit manufacturer who wears a suit and rides a red bicycle around his factory. There were conflicting stories about how the building got its name. There is everyone’s deep love of…hand-laid bricks. The many stories of The James are what make it what it is. Frontier’s launch video attempts to wrangle them together with pace, humour, irreverence and a killer jazz soundtrack. I mean, what more could you want?
Credits
Founding Principal: Paddy Harrington RGD
Creative Director: Tristan Marantos
Designers: Antoine Balouka-Chadwick, Cecilia Salcedo
Videographer: Wyatt Clough
President & CEO, Tricon Residential: Gary Berman
Executive Chairman & Co-Founder, Tricon Residential: David Berman
Managing Director, Head of Multi-Family, Tricon Residential: Andrew Joyner
VP, Marketing, Tricon Residential: Armando Arauz
The James brand identity: Whitman Emorson
The James brand illustrations: Cassandre Montorio
