Corcoran’s beloved brand campaign makes a triumphant return with artwork by our relentlessly clever collaborator, illustrator Simone Massoni.
When it comes to its advertising, Corcoran has built a reputation for collaborating with some of the world’s most celebrated creators — photographers and illustrators whose work for the brand took real estate advertising where had never gone before. This year, we’re proud to introduce the next big thing in Corcoran advertising: the return of our beloved Live Who You Are campaign.
Launched in 2005, the Live Who You Are campaign was the brand’s first all-new advertising initiative after Barbara Corcoran’s exit from the company. The original series of Live Who You Are ads aligned images from portrait photographer Tina Barney to a set of familiar real estate advertising terms — things like “meticulously maintained” and “beachfront beauty.” This sophisticated set of ads communicated our understanding of the personal relationship between people and their homes and artfully emphasized the human-first approach to real estate that has defined Corcoran since its founding.After Tina Barney, acclaimed photographer Stefan Anderson created images for a new series of Live Who You Are ads, and, in 2014, the renowned Annie Leibovitz closed out the original campaign with a dozen irresistible portraits of such luminaries as Jimmy Buffett and champion surfer Quincy Davis.
This summer, the Live Who You Are campaign makes a triumphant return with a set of six images from our relentlessly clever collaborator, illustrator Simone Massoni. The new ads build on the wordplay concept of the original campaign, but with the clever visual twists we’ve come to expect from Massoni, whose illustrations have elevated our brand — and heralded the launch of each new franchise affiliate — since 2019.