Working with Rethink (NYC–Toronto), Plot helped launch Maxwell Apartment – the first name change in the brand’s 133-year history – to meet the moment for renters feeling the squeeze. We directed and produced stills and OLVs that feel cheeky, charming, and authentic to a Gen-X apartment kitchen. The result? A campaign that delivered 2B+ impressions and earned wide press pickup – from Fast Company to Marketing Dive to Business Wire – spotlighting the limited-time rebrand and its “12-month lease” coffee offer timed to National Coffee Day.
