Bringing Baltimore’s Downtown Renaissance to Life Through Video

When New York developer Alan Bell embarked on the redevelopment of 301–303 North Howard Street into the Crook Horner Lofts, there was a clear need to reshape public perception of the area. Once a bustling hub of commerce and culture, this section of Baltimore’s downtown had lost much of its former vibrancy. The challenge was to reconnect audiences with its historic significance while positioning Crook Horner Lofts as a catalyst for revitalization.

Anderson Strategy was brought on to craft a compelling video that would introduce Crook Horner Lofts to the public. Rather than focusing solely on the modern amenities of the lofts, we took a storytelling approach—leveraging archival photos and historical footage to transport viewers to a time when North Howard Street was a grand center of commerce, retail, and culture. The narrative was carefully woven to show how this development wasn’t just about new apartments but about the potential of this oft-overlooked neighborhood—and the progress already underway there. 

Execution:

• Historical Research & Archival Footage: We curated imagery and video clips showcasing Baltimore’s downtown in its heyday, emphasizing the architectural beauty and bustling streetscapes that once defined the area.

• Emotive Storytelling: The script was crafted to evoke nostalgia and excitement, underscoring how Crook Horner Lofts could be the beginning of a modern renaissance.

• High-Quality Production: A mix of archival footage and present-day visuals created a seamless connection between the past and the future.

Results:

• The video was well received by city officials, developers, and prospective tenants, helping to generate excitement around the project.

• It played a key role in positioning Crook Horner Lofts as more than just another housing development, but as a symbol of Baltimore’s downtown resurgence.

• The storytelling approach successfully engaged audiences, fostering a sense of connection to the area’s rich history and future potential.

• As of late 2024, Crook Horner Lofts was fully leased, demonstrating the strong demand for high-quality residential space in the area.

"We felt we needed to tell a visual story to entice tenants to our newly renovated historic building.  After considering a number of marketing companies, we settled on Anderson Strategy and are very glad we did.  Their ability to blend history and vision through storytelling gave people a reason to want to live in our building and feel they are part of a larger transformation.  AS dug deeply to find compelling historic video and still images.  The end video wove together historic and current visual imagery with a crisp narrative that drew potential tenants to our building.  And we continue to receive compliments about the video from people throughout Baltimore who come across our website."

— Alan Bell, Developer, Crook Horner Lofts