MOHAWK at WYNWOOD
A lifestyle campaign for a building that doesn't exist yet.
the brief
Mohawk at Wynwood is a new development at 50 NE 29th Street, where Wynwood, Midtown, the Design District and Edgewater meet. Two towers of 12 and 8 stories hold 300 residences above nearly 30,000 square feet of street-level shops and restaurants, cut through by a pedestrian passage linking 28th and 29th Streets. It opens in 2028.
Rilea Group needed the brand to sell long before that: to leasing prospects, retail tenants and the neighborhood. That meant an identity, a website, a film and a photo campaign, with no lobby to shoot, no rooftop and no residents. Only the city around it.
the idea
Miami is reinventing itself, so we let the city do the talking. Instead of leading with renderings, we built the campaign around one person discovering the neighborhoods Mohawk will call home. It's shot like an indie film, part editorial and part diary, and the building is a character she keeps coming back to.
“At Mohawk, we’re redefining elegance with a rebellious streak. Merging refined retail experiences with the unapologetic spirit of punk.”
the face
Casting was the project. We looked across the US and Europe for someone who could carry a brand on her own, and found Georgia Ball of Ford Models, a UK model based in New York. We built the entire campaign around her.
the making
We shot for three days: one in the studio and two across Miami. Photographer Matthew Sprout came from New York and cinematographer Dannel Escallon from Los Angeles to work with a local Miami crew, capturing film and stills side by side so a single shoot fed the whole campaign. The film was cut with Cabin Edit.
Wynwood, the Design District, Edgewater, Midtown, Villa Casa Casuarina at the former Versace mansion, Miami International Airport, Deuce Bar, and a day in the studio.
the unbuilt building
Some shots weren't possible on the schedule or the budget, including the building itself. We used AI to create those frames, among them views of Mohawk as it will stand, and blended them into the live-action footage. It was a tool in service of the story, like VFX. The storytelling stayed human.
Mohawk at Wynwood from 29th Street, and the retail passage at street level.
the system
Joseph Margulies designed the Mohawk wordmark to live on surfaces: champagne foam, lace, a studded leather patch, a brass plaque, brick, skin. The identity and the campaign share one look, so every asset reads as Mohawk.
Studio portrait and the wordmark on a red sole.
- 1 brand filmWebsite and the on-site LED wall
- 20+ social filmsCut for every platform
- Hundreds of stillsWebsite, social, print and leasing
in use
The campaign became the sales tool. Its stills and wordmark studies carry the Retail Collection, the leasing brochure Mohawk uses to pitch its storefronts to tenants, from the vision pages to the neighborhood data.
Spreads from the Retail Collection leasing brochure, 2026.
my role
Executive Producer, Creative Producer and Additional Editor
made with
- Creative Director and DirectorVan Alpert
- DesignerJoseph Margulies
- PhotographerMatthew Sprout
- CinematographerDannel Escallon
- EditorialCabin Edit
- Web developerRo Oeurn
- FeaturingGeorgia Ball, Ford Models
