Named after the film industry’s most prestigious award, the brand for Oscar Residences had to be equally impressive. With the elegance of a red-carpet gown, Oscar’s entire identity leverages Hollywood glamour to showcase the spaces and settings that will define a sophisticated new lifestyle in Toronto’s Annex neighbourhood. Celebrity quotes on architecture and lifestyle are peppered throughout the campaign, introducing the project’s main themes.
A Canadian Legend - George Pimentel
For nearly 30 years George Pimentel has been shooting the who’s who of Hollywood royalty, making the rounds on red carpets at Cannes, Sundance, the Oscars, and of course, the Toronto International Film Festival. For Oscar Residences we worked closely with the Canadian legend (known for his signature homegrown approach - get close, be nice, and shoot a single frame) to curate a collection of his iconic black and white photographs that will grace the walls at Oscar.