Imagination has just launched a new integrated advertising campaign that features miniature residents of a model apartment. 

Launching a boutique apartment in New York, that features interiors by Fashion Designer Zac Posen, Imagination’s campaign brings new life to the traditionally staid category of property advertising.

The narrative centres on the life of a figurine resident bachelor who is photographed and filmed inside a miniature replica of a 16 West 21st Street apartment.

Capitalising on the surrealism of the model to tell the story of Posen’s unique condo designs and the lifestyle they inspire, the creative showcases the main character in various rooms of his ‘apartment,’ leading a very social – and enjoyable – life. 

In addition to a short film promoting “The Model Apartment,” which airs in New York taxicabs and online, the integrated campaign features print, outdoor and digital ads.