The Bluff at Waterworks Landing is an apartment rental complex in Tuscaloosa, Alabama. As a new apartment rental located one mile from the University of Alabama, The Bluff requested a new brand campaign that would attract students to their property. The challenge: some of the property was still under construction, there was no photography and no clubhouse (swimming pool, business center, rec room). The result: a custom illustrated campaign that focuses on an individual's lifestyle. The moment the campaign ran, The Bluff achieved full occupancy before the Fall semester.