It’s not always the grand gestures that captivate us. More often than not, it’s thousands of tiny moments that infuse their everyday lives with delight. Their campaign for 465 North Park, new high-rise apartments in the heart of Chicago, set out to convey this idea. The campaign led with the tagline ‘A Thousand Details, One Amazing Place,’ referencing the meticulous attention paid to every aspect of the building and a resident’s experience. The graphic design followed suit: breaking down stunning photos into artistic fractals; depicting curated details of a life well-lived; and engaging the user with animation at every opportunity.