JEM Private Residences Beach Club
A lifestyle film package built around the beach club — the amenity buyers had to feel before they would commit to a residence in Naftali Group's first Florida tower.
Project overview
The beach club is the social heart of JEM Private Residences, Naftali Group's inaugural Florida project in Miami Worldcenter, designed by Arquitectonica. In a downtown market where towers compete on height and finish, the beach club was the differentiator — a resort deck of pool, cabanas and shaded dining that gives residents something no floor plan can show. It is also the part of the building a buyer imagines themselves in first.
Our role
Conica Studio was commissioned to make that feeling legible before the building existed. We built a lifestyle film package around the beach club alone — a hero film and a set of lifestyle vignettes — shot as if it were already open: light moving across the water, the deck through the day, the hours a resident would actually spend there. The material carried Naftali Group's social channels, digital campaigns and international investor communications through the pre-sales phase.
Scope
Deliverables
Buyers do not pay $2,500 a square foot for a floor plan. They pay for the life they can already picture.
The beach club material gave the sales team something a plan set never could: a place, at a time of day, with a feeling attached. It ran through the launch campaign and investor communications from 2023, into groundbreaking in Q2 2024, with delivery scheduled for 2027 — a period in which the tower set a record $2,500 per square foot for Miami Worldcenter and sold a sky villa for $9 million. Lifestyle is not decoration on a luxury launch. At this price point it is the argument.
Hero film & lifestyle vignettes
Still 01
Still 02
Still 03
Lifestyle vignettes moving through the beach club across the day — pool deck, cabanas, dining, and the turn into evening. Cut for social formats and investor communications.
In the press
Launching a tower that needs to move in video, not just still?
We build motion content ecosystems, hero films, lifestyle vignettes, and short-form cutdowns designed to sustain a campaign from launch through delivery.
Credits
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