Pilará

Ayres Soho is a townhouse development in Pilará, Pilar, offering a contemporary and relaxed way of living in one of the most exclusive areas of Greater Buenos Aires' northern corridor — a region defined by its polo fields, stables and a deep equestrian culture woven into everyday life. The scope covered 12 images — exteriors, interiors and an animated still — with a distinctive brief: the client requested that the units be shown in different interior decoration styles to speak to clearly defined buyer profiles. Young families, independent professionals and polo players were the three target audiences, each represented with its own aesthetic within the same project. The equestrian presence in the images was not decorative — it was a deliberate communication choice to convey the true spirit of the place. Pilará has a very particular identity, and the visuals needed to capture it naturally.