The Rockwell-compressed Real estate sales and marketing company Polaris Pacific released a cinematic promotional film for its development, The Rockwell San Francisco. Shot and edited in a way that references luxury perfume ads, the cinematographers employed HD renderings of the building’s interiors and exterior in their scenic design — and it looks fabulous.

Located in Pacific Heights, Rockwell is 13 stories and features 260 modern residences in two towers. High ceilings, architectural lighting and cinematic views add to the interior drama. We also get a glimpse of the solarium, owner’s club, lounge, terrace and fitness club.

Curbed enjoyed some lighthearted teasing about this marketing method. Their post “What on earth is happening in this San Francisco condo advertisement?” laments that a big night out for prospective Rockwell dwellers “consists of staring out a window, going to a bar and eating some cheese, and returning home to stare off a balcony.”

Here’s hoping that these film pieces become par-for-the course when it comes to luxury condo development marketing. Maybe Julia Roberts or Beyoncé could star in the next one.

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