Davinci Tower by Pagani
The brief
Dar Global builds residential towers in partnership with design houses, and the Davinci Tower is its collaboration with Pagani. A launch film for a building like that has an unusual job. It is not selling floor plans, it is selling the idea that a car maker's approach to design is something you can live inside.
Production approach
Fine Line directed and filmed the launch film on location in Dubai. The building takes Leonardo da Vinci's fusion of art and engineering as its starting point, and the film follows that same instinct through the architecture, the design work and the premium interiors rather than explaining it in commentary. Detail is treated the way it would be in a product film, closely and with patience, because in a tower like this the detail is the argument.
Horacio Pagani, the founder of Pagani, was filmed in the tower itself. That is what holds the film together. Having the person behind the design brand physically present in the building ties the tower back to the marque it carries, and it gives the film an authority that renders and a voiceover could never manufacture on their own.
Outcome
It was one of two launch films made for Dar Global's designer towers in the same period, alongside Les Vagues by Elie Saab in Qatar. Two towers, two designer collaborations, both shot to sell architecture the way fashion is sold.
The Davinci Tower film runs two minutes and forty-seven seconds and was delivered in 2022.
Client: Dar Global · Production: Fine Line Production · Dubai, 2022
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