“Breathtaking land” is often an overused statement—yet this property in North Scottsdale has earned the distinction! Surrounded by 30,000 acres of protected land, it is also connected to one of the most important hiking areas in Arizona: Tom’s Thumb Trailhead at McDowell Mountain Regional Park. The developer, Emmerson Enterprises, in preparing the land for homebuilders, asked us to prepare quality B2B marketing materials and a B2C website, designed to gauge consumer interest. Focused on a youthful, active and fit consumer, we built a brand that says “New Luxury” through energized music, videography that showcases the land, and a playful, interactive game. This is not your father’s retirement community.