Lakefront Living
Sugar Wharf by Menkes Developments
Video Treatment by Ayres Productions
Concept.
The concept is to capture the essence of "lakefront living" at Sugar Wharf, showcasing the vibrant area, endless amenities, and overall trendy lifestyle. Through a blend of narration and immersive experiences, the sales team will not only describe but also participate in the everyday activities that define this desirable way of living.
From snacking at delicious cafes to showcasing upscale shops, breaking a sweat at trendy fitness centre, or simply taking in the stunning lakefront views, we’ll show how Sugar Wharf puts you just steps away from it all.
People.
We'll centre the video around Shirin and Vivian, showcasing both their professional side and their experience of the lakefront lifestyle. While they will maintain a polished presence in certain shots, we'll also capture them embracing the vibrant atmosphere.
Their personalities will come through as happy, witty, and effortlessly trendy, embodying the essence of truly living the city life.
Look & Feel.
This concept revolves around dynamic movement—incorporating fluid camera work, character motion, and the bustling rhythm of city life. There will be little to no static shots.
The visuals will be bright, warm, and vibrant, creating a welcoming and lively atmosphere.
Additionally, we will subtly integrate Menkes branding throughout the video, featuring it on relevant elements to maintain brand presence.
Locations.
Finished Unit
Sugar Beach
Unity Gym
Boardwalk Area
LCBO/ Farm Boy
Sidewalk
Finance District
Other relevant b-roll we’ll include: Billy Bishop airport, One York Street, Lakefront Views, Lakefront/ City Activity, Public Transportation, Various Drone shots
Story.
The video begins inside a finished unit at Sugar Wharf. A sales rep makes coffee with a stunning lake view in the background, inviting viewers with a line like, “Ready to see what lakefront living is like in the heart of the city?”
We see quick shots of the unit, capturing the sales reps doing everyday tasks like making calls, working on laptops, and sipping coffee—always with the view in focus. From the balcony, the second rep gestures outwards, saying, “Come with us!” as the camera moves past her to reveal the lake.
The scene shifts to the Sugar Wharf Beach area. The reps speak about the area's appeal as they enjoy lakefront activities—jogging along the shore, grabbing a snack at a local café, and taking selfies with the water as a backdrop.
Next, we cut to the Unity Gym, where the reps speak about the sleek fitness facilities, captured with energetic workout shots.
The story continues outside FarmBoy and LCBO, emphasizing the convenience of city living with quick glimpses of nearby shops, One York, and Billy Bishop Airport.
Finally, we reach the Financial District, where we talk about the opportunities for both work and leisure. The video concludes with a seamless transition back to the apartment, ending on a sweeping drone shot of the cityscape and lake.
Edit & Music.
The pacing, camera movement, edit and music will be upbeat, trendy, and fast-paced, aligning with the energy of the reference video.
Key editing elements will include:
Emphasis on seamless, stylish transitions between locations.
Smooth, stabilized shots to maintain a polished look throughout.
On-screen text featuring trendy effects, highlighting key buzzwords for added impact.
The overall style will ensure a dynamic and visually engaging experience.
Disclaimer: This reference video was not made/produced by us. We only want to put it as inspiration for the pacing, music, camera movement, and subject movement. We like the overall tone/vibe of the video as a reference for this project.