New Urbanism in Florida's Pine Forests

ESI Design commissioned four videos from us for its client, the St.Joe Company, a real estate developer and Florida’s largest private landowner.

For decades, St. Joe was a paper company growing pine trees on a million acres of land in northwest Florida. In the late ‘90s they sold their mills and began developing their land, creating places to live that are based on the principles of New Urbanism, and developing resort communities based on the concepts of New Ruralism.

Our mission was to tell this story. On location we shot interviews with the St. Joe President and CEO, with the Art of Living Director for Southwood, a new Joe hometown near Tallahassee, and with residents of several Joe communities. Back in the editing studio, we commissioned graphics and music, and took advantage of Joe’s rich library of footage to create distinctive and compelling programs that showcase SouthWood, and tell the St. Joe story with clarity, warmth and beauty.

The sales videos were delivered on a hard drive, uncompressed, to play at full resolution on kiosks in the SouthWood design center. The brand video is distributed on DVD.