A platform that moved North America’s largest private homebuilder away from selling picture-perfect dreams — and toward celebrating the beautifully unscripted worlds people actually build inside their homes.

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Challenge

Mattamy Homes had scale, history, and dominance — but no unifying brand platform. Their communications leaned on idealized promises and polished perfection, leaving buyers unable to see themselves in the narrative. In a category oversaturated with “dream home” clichés, Mattamy risked sounding interchangeable.

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Insight

Homebuyers weren’t craving aspirational fantasies. They wanted affirmation — the sense of “this brand understands how I actually live.”Our research revealed that the most powerful story Mattamy could tell was already happening inside the homes they had built: the real routines, real chaos, real beauty, and real worlds of their homeowners.

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Idea

“A World Your Own” — a brand platform grounded not in hypothetical dreams, but in lived truth.Instead of inventing stories, we stepped into the worlds of real Mattamy homeowners and built the platform around their voices, their rhythms, and their everyday magic.

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Execution

We built a human-first visual and narrative system that reshaped Mattamy’s tone across every channel. Through documentary-style storytelling and an empathetic new voice, we captured the real, unscripted worlds of actual homeowners. I led creative direction, production oversight, and client collaboration to ensure the work remained honest, intimate, and true to lived experience.

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Impact

The platform shifted Mattamy from idealized promises to human truth, giving North America’s largest private homebuilder a differentiated, emotionally resonant brand voice. It strengthened relevance with modern buyers and established a long-term foundation for future storytelling rooted in real homeowner lives.

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