The Challenge

When a top-performing Coldwell Banker agent approached Zurna Creative, he wasn’t just looking to promote listings—he wanted to elevate his personal brand. But how do you stand out in a saturated market full of agents with the same pitch and the same selfie videos?

The client needed a visual identity that reflected the depth of his commitment—not only to real estate but to the discipline and mindset that fuels his success: endurance sports. Zurna’s challenge was to turn this into a compelling narrative that would build trust, feel authentic, and look cinematic—all within a limited budget and tight production window.

An Agent Through the Week, a Fighter Over the Weekend!

Then an idea sparked...

Campaign Outline

Zurna Creative's pitch was to craft a cinematic branding video that bridges the agent's dedication as a triathlete with his drive as a real estate professional. The result? A bold and human-centered story that invites clients to take the leap—with a guide who never backs down.

Verbal Identity

Words like “commitment,” “persistence,” “winning mentality,” and “success” are woven throughout the video narration, which serve to elevate Aram’s persona.

The language is motivational and assertive, just like the agent himself. This isn’t passive or casual; this is someone who is constantly striving, and the choice of words paints him as a driven, high-achieving professional.

Visual Style

Visually, the production embraces a cinematic, slow-burn aesthetic, allowing space for mood and atmosphere to build.

Every frame is carefully composed—slow motion, natural light, and picturesque locations come together to create a visual rhythm that feels both grounded and inspiring.

As the agent moves between scenes of training and real estate work, Zurna Creative weaves a powerful visual metaphor: the endurance of a triathlete mirrors the consistency and focus of a great agent.

The storytelling never rushes—just like the process of building trust with a client, it unfolds deliberately, with purpose.

Messaging

This is more than just a real estate promo—it’s personal branding elevated to storytelling. By connecting the viewer to the human behind the suit, the production builds trust even before the first phone call.

For potential clients, the message is clear: this isn’t someone who dabbles—this is a professional who trains, prepares, and executes with discipline. That sense of dependability, paired with a compelling narrative, plants the agent firmly in the minds of viewers.

Selling with Soul

At Zurna Creative, even a real estate promotional video is treated as an artistic canvas. With a team that genuinely values visual storytelling, there’s always room for inspiration drawn from the greats. The final shot of this project—featuring the agent standing atop a mountain, overlooking a sea of clouds—was no coincidence. It is a deliberate nod to Caspar David Friedrich’s Wanderer above the Sea of Fog, an iconic Romantic painting that contemplates individuality and the sublime.

This carefully composed moment elevates the narrative far beyond standard branding: it aligns the subject’s personal ambition with timeless philosophical themes of exploration, resilience, and vision. For Zurna, these visual homages aren’t just stylistic—they’re deeply embedded narrative tools. Even with modest budgets and short timelines, the team never misses an opportunity to weave culture, art, and emotion into their client work.

Creative Process

"Take The Leap" was a full-spectrum creative journey—from spark to screen. It began with conceptual development and storyboarding, where our filming team mapped out every visual beat and thematic cue with care. From there, the team scouted remote, visually striking locations in the Hanson Dam and Angeles Crest areas, dealing the cold, high-altitude air and relentless mosquitos to capture the cinematic beauty of California.

Editing days were long and demanding, but each moment was treated with the same focus and passion. Meticulous sound design and thoughtful pacing brought the story to life, and once complete, the campaign was rolled out across social platforms with tailored content that made every shot count.

The Impact

Despite time and resource constraints, Zurna delivered a final product that felt premium, intentional, and emotionally resonant. The video immediately set the agent apart, becoming a cornerstone of his digital presence and brand identity. Investors and clients alike praised its sincerity and craft—proof that meaningful branding doesn’t always require a massive budget, just a bold idea and a creative team who knows how to run with it.

When I first spoke with Armen, we were just starting to discuss a marketing campaign for my business—but I had to postpone our meetings a few times because of my triathlon training. Instead of seeing it as a scheduling issue, he saw a story. He pitched the concept of a driven, resilient agent who competes for success in both real estate and endurance sports—and I was instantly sold. The final result blew me away. It’s not just a promo; it’s my story, brought to life.”

Aram Yeghiazarian