La llave.

An 80-year-old organization facing a real risk of becoming invisible due to changes in the industry and the media.

The real estate market speaks in square meters, prices, and returns — a language useful for closing deals, useless for building trust.

So we didn't talk about the institution. We talked about the key. A small object that carries everything that comes after: a student apartment downtown, a shop in Güemes, a house facing the sea.

The film moves through Mar del Plata through keys and doors. Each one opens a different story. All of them have one thing in common.