The Brief

Sinclair engaged Lime* to bring Central Crossing to life ahead of its completion — a new hub set to anchor the heart of Central, Hong Kong. The brief called for both a hero video and a series of Instagram stories to introduce the project to a wider audience and generate excitement well before doors open. The core challenge was one of timing: Central Crossing is still under construction, meaning there was no finished environment to film, no completed interiors to walk through, and no real spaces to capture on camera. Lime* needed to find a way to tell a compelling, visually rich story for a place that, physically, does not yet exist.

Creative & Production

To solve this, Lime* combined architectural renderings with carefully selected stock footage, blending the two so seamlessly that viewers could genuinely picture themselves inside the finished space. Renderings gave us the accuracy and detail needed to represent Central Crossing's design intent, while stock footage added the human energy, movement and lifestyle context that renderings alone cannot capture. The result let audiences experience the atmosphere, scale and energy of Central Crossing well before a single tile was laid. For the Instagram stories, we broke this same visual language into short, punchy vertical formats designed to build anticipation and drive engagement across social channels. Across both formats, the goal was the same: to make an unfinished construction site feel like a fully realised, must-visit destination in the heart of Hong Kong. It's a great example of Lime*'s ability to visualise ambitious projects long before they're built, giving clients like Sinclair a powerful marketing tool at the earliest stages of development.

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