Shape Your Time with Biograpi Living

Biograpi Living develops multifunctional residential projects across different parts of Tbilisi, each designed to become a future hub for its neighborhood. Every project is built around the concept of the 15-minute city, where all the essentials and services residents need can be reached within a short walk.

The “Shape Your Time” Campaign

At the heart of the 15-minute city idea lies a promise of saving time. Thoughtful urban planning reduces the need for constant commuting since everything is within walking distance.

To illustrate this, Biograpi Living launched its marketing campaign “Shape Your Time.” In the video, characters are shown controlling shadows. Shadows shift as the day moves from morning to noon and then to evening, reminding us that time never stands still. For Biograpi Living’s residents, though, this isn’t the case. They are active participants in its rhythm, and even its masters.

The campaign then expanded, drawing inspiration from Salvador Dalí’s surrealist masterpiece, a series of melting clocks. Four unique illustrations and custom typography were created, each centered around large, fluid, dreamlike clocks. Magical characters appear within the artwork, reinforcing the idea that, at Biograpi Living, time bends and reshapes itself to fit you, not the other way around.

Agency: Q&A

Graphic Designer: Giorgi Kartvelishvili