Corcoran has launched its new “Be Home” campaign, which puts real families at the center of its storytelling.
Under the creative direction of Christina Panos, who celebrates her 20th anniversary as the brokerage’s Chief Marketing Officer this year, the brand aims to move its real estate advertising in a new direction with the launch of this campaign. Panos, a trailblazer in the field, first introduced world-renowned fashion photographers, such as Annie Leibovitz and Tina Barney, to the real estate world, shifting the focus from properties to people.
The “Be Home” campaign was shot by photographer Emily Hlavac Green, known for her editorial work with Outdoor Voices, Reebok, and Equinox. The campaign combines still images and film to create a raw, emotionally rich portrait of “home.”
The imagery moves away from the typical polish of luxury marketing. Instead, it captures real moments: sunlight spilling across a kitchen counter, a child’s hand pressed against a window, a family gathering after a long day. The campaign reflects Panos’s belief that the true essence of real estate lies not in square footage but in connection.
