StreetEasy Brings The Renaissance To NYC To Paint Struggles Of Buying A Home

Image courtesy of Colossal Media, via StreetEasy and featured with permission

In a city where the quest for a home can seem as epic as a Homeric odyssey, StreetEasy, in collaboration with Mother New York, has launched a striking campaign titled Let The Journey Begin. Set against the backdrop of the Big Apple, the campaign infuses the drama of Renaissance art into the urban landscape, capturing the emotional rollercoaster of buying a home in NYC.

With Renaissance-style paintings gracing everything from subway cars to taxi tops, and now immortalized as murals at Wythe & N. 14th St in Williamsburg and Spring & Lafayette St in Nolita, StreetEasy’s campaign is set to turn heads across the city. These artworks, designed to mirror the complexity of the NYC homebuying experience, offer a visual storytelling that resonates with the highs and lows felt by prospective buyers.

Image courtesy of Colossal Media, via StreetEasy and featured with permission

As the spring home shopping season hits its peak, this campaign aptly reflects the sentiments of many New Yorkers—one in five, according to StreetEasy’s data—are concurrently exploring homes to buy and rent.

“Buying a home is challenging anywhere, but especially so in New York City, where the process is also longer and more costly. Not only is it a big financial investment, but it’s also a deeply personal and emotional life event,” shares Bridget Sullivan, head of integrated marketing at Zillow’s StreetEasy. “It was important for us to bring to life a campaign that captured the comprehensiveness of the buyer’s journey, including the many ups and downs, trials and tribulations that are the reality of embarking on the complex journey in this market specifically.”

Image courtesy of Colossal Media, via StreetEasy and featured with permission

The campaign, she explains, is crafted to echo these multifaceted experiences, highlighting the many stages and decisions that define the homebuying process.

Let The Journey Begin not only showcases key moments in the homebuyer’s journey—from contemplating lease renewals to the final thrill of receiving the keys—but also embeds Easter eggs that will catch the eye of any true New Yorker. These hidden gems, such as references to local icons like Dan Smith and Leh-Boy, add a layer of local wit to the campaign’s narrative.

The artistic endeavor is backed by StreetEasy’s robust support system for homebuyers, which includes comprehensive market research, personalized buyer concierge services, and connections to some of the city’s top real estate agents. Jason Ferguson, creative director at StreetEasy, praises the partnership with Mother New York, emphasizing its creative synergy that has brought this Renaissance-inspired vision to life.

Nedal Ahmed, executive creative director at Mother New York, further remarks on the unique challenge and reward of engaging New Yorkers with advertising that’s both smart and impactful.

Image courtesy of Colossal Media, via StreetEasy and featured with permission

“Advertising to New Yorkers is an interesting creative challenge. On one hand, you have a population capable of tuning out almost anything. On the other hand, you have a savvy audience who can appreciate a clever ad that speaks to their experiences,” explains Ahmed. “Let The Journey Begin touches on a uniquely New York problem, and does it in a style that will stand out in the city’s sea of distractions.”

[via StreetEasy, images courtesy of Colossal Media, via StreetEasy and featured with permission]