Empire Communities knew they had to create a unique marketing campaign when launching Maverick Condos in Toronto’s vibrant and sought-after Entertainment District. The Maverick Manifesto illustrates the declaration of principles of a new way of living for residents who are clued-in to the city’s best restaurants, bars, events and social hotspots. From embracing the city as their playground to a promise to never be basic, the Maverick Manifesto is for the urban resident who’s always on the guest list and lives life to the fullest.

“A Maverick is someone who’s independent-minded and unorthodox, and has their finger on the pulse of what’s hot in Toronto, says Sue MacKay, VP of Marketing at Empire Communities. “They’re looking for a place to live that’s in close keeping with their own personal brand, and the Manifesto embodies who they are.”

To bring its message to life, Empire partnered with Pureblink, a Toronto-based digital production studio. Using 3D software and green screens, Pureblink created a captivating film that tells the story of the Mavericks and their declaration of independence from the plain and ordinary.

“Being located in one of Toronto’s most sought-after address with an exclusive social club as the heart beat of its amenities, it was clear to us that the character of the project and the unique offer demanded a complete different approach to the overall marketing campaign,” says Jose Uribe, Owner and Creative Director at Pureblink. “We crafted the story of a fictional exclusive society that would set the tone of the future project’s character. The Mavericks were born and with them the Maverick Manifesto. A set of 10 principles that connect with the 10 most unique features of the project.”


The video was filmed on a green screen stage, however, the only live-action elements are the Mavericks and some props including the flag, chess set and hammer. Everything else was created in 3D and added into the shots in post.

“The elegance and sophistication juxtaposed by the bold and raw essence of unique experiences, are represented by a contrasting monochromatic palette where the fragility of white neon signs complements the raw industrial character of the environment,” adds Uribe. “The end result was a distinctive film that worked as a backbone for the whole campaign allowing our team to have multiple marketing pieces for social media, print, web, on site sales presentation and activation strategies.”


To see more of the behind-the-scenes action and fun facts about the shoot, check out the video below.

Situated along one of the liveliest stretches of King Street West, Empire Maverick features a 49-storey, IBI Architects-designed tower with interiors by U31. Suites are priced from the upper-$500,000s and boast open-concept layouts with -one- to three-bedrooms and luxurious features and finishes. Standard in all homes are designer laminate floors, nine-foot ceilings (as per plan) and composite stone countertops and backsplash in the kitchen. Kitchens are also equipped with a full appliance package consisting of a paneled refrigerator, stainless steel electric cooktop, stainless steel convection wall oven, an integrated paneled dishwasher and a stainless steel combination microwave and hood fan.


Amenities include a state-of-the-art fitness centre with a TRX System and a personal trainer consultation area, WiFi-supported shared workspaces and an expansive rooftop lounge complete with an outdoor kitchen and private dining space.


Keeping in line with its Manifesto, residents of the Maverick will also have access to The Maverick Social, a sophisticated social club built exclusively for residents and curated by an on-site Social Architect. The members-only space consists of a large main lounge with a bar, grand fireplace and contemporary furniture and art pieces, making it ideal for hosting private events like scotch tastings, trunk shows and after parties. Several glass-enclosed boardrooms are also available for collaborative work or private meetings, while a bright and cozy sitting room provides the perfect spot to enjoy a cocktail, catch up on emails and enjoy the tunes from Maverick’s resident DJ, Alexandria.


To learn more about Empire Maverick be sure to register online for the latest updates and visit the Empire Communities blog to see all the behind-the-scenes coverage.

For more information call 647 475 1087 or email

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