Project Overview

LUMEN Residences is a smart, premium residential tower on Montevideo’s Rambla. The brief: show what it feels like to live in a building that thinks with you — without a single screen, gadget or spec sheet on camera.

We built a one-minute film that follows a day inside the building — kitchen, garage, gym, pool, coworking and rooftop — where technology is felt, never shown: curtains that open on their own, light that follows the people, a building that anticipates.

Concept & Approach

Every space was designed first as a still: environment, light and wardrobe locked before any motion. A fixed look — warm golden hour, natural materials, concrete and wood — keeps eight scenes feeling like one place. The family, the father in the garage, the couple at the gym and the rooftop ensemble were cast and directed as characters, not stock figures.

The logo animates the way the building behaves: it switches on. A spark, a hairline trace, and the letters rise as the light comes up, closing on the line Live intelligent.

Production Workflow

LUMEN was produced as a pipeline: every decision is made once and approved before the next one starts, so nothing is produced twice.

1 · Look & feel — one written visual spec (warm golden-hour grade, concrete, wood and copper) reused verbatim in every prompt.

2 · Script — eight scenes; action lines describe only what the camera can see.

3 · Design — an official four-view elevation of the building, full character designs for the father and the mother, and an original vintage coupe.

4 · Key frames — every scene locked as an approved still: environment first, then people.

5 · Motion — each approved still brought to life, with every character kept consistent.

6 · Sound — English voice-over, sound effects, a music bed and a logo animation built from the real vector.

7 · Assembly — final edit and delivery.

Characters

The father and the mother were each designed in full — portrait, turnaround, expressions and details — so identity, age and wardrobe survive from the kitchen to the garage. The children stay in the background by design.

Environments, Props & Product

The building is treated like a character: the official elevation locks its proportions, materials and sign, and an original vintage coupe — designed for the project, with no real car brand — returns identically in every garage shot.

Human Performance

Before any scene is produced, each character’s emotional range is mapped, from a calm look to a full laugh. On screen that becomes small human moments: a sip, a look out the window, a couple laughing at the gym, a rooftop toast.

Final Outcome

A 60-second film and a complete still library for the campaign, built to extend into social cuts and sales material. A concept piece produced end to end by Kawari: story, art direction, imagery, motion, voice and sound.