Project Overview
Our project pays homage to St David’s collection of luxury residences, inspired by the raw natural elements of Tasmania. Designed by local architects, Room 11, and curated by Melbourne’s Moda, we set out to capture the raw passion and progressive vision of Thomas Bailey, St David’s architect. Our project is inspiring and emotional, demonstrating how the unvarnished Tasmanian terrain inspires progressive architecture.
Project Commissioner
Project Creator
Team
The Sensory
Assembly Branding
Moda
Room 11
Harrison Agents
Project Brief
Touching upon a new movement of Tasmanian architecture, we aimed to capture the vision and essence behind St David. We wanted to highlight the progressive detailing, strength, and directness of Room 11’s design which boldly confronts Tasmania's rugged landscape. To allow viewers to comprehend the design inspiration, the video includes a scripted voice over. Moreover, this allows viewers to immerse themselves in the energy and passion that has moulded Thomas Bailey's design process.
Project Innovation/Need
The entire St David project is one that pushes the envelope. From the architecture to the video. For a piece of communication designed to sell somebody a home, the scale of this video had to be large. On a global level, property videos like this just aren't done. And to have a Melbourne developer, with a project in Hobart leading the way, speaks volumes for Moda. It is bold and it paid off.
From a production perspective, it is one of those rare projects that you only get once in a blue moon. As a creator, these projects allow you to push yourself and your creative skills further. We really hope this level of video production in property marketing continues and evolves.
For St David, we produced two videos, which worked together as a package. The first video was highly evocative, showing the inspiration behind the architecture.
The second video, was honest, raw, and informative. It was an interview that didn't leave the room. We didn't cut away to renders or lifestyle footage. We worked out a way to show these things in the room. We left the umms and ahhs in the video, to replicate a real conversation with Thomas Bailey. The location was synonymous with Hobart's shipping history, we filmed Thomas at the Tasmanian Museum and Art Gallery.
Design Challenge
Producing film remotely in itself is a difficult task. Coupled with Melbourne's lockdowns it almost became an impossible feat. Fortunately, we were able to source a local Tasmanian cinematographer to complete the shoot. Working successfully together involved being able to share the same vision and clearly communicating any emerging issues.
Effectiveness
With over 10,000 views on vimeo alone, people responded really well to this video.
Viewers were drawn away from their chaotic lives and had a taste of the serenity attributed to living at St David. Our video helped sell 80% of the project in the opening weekend.
Marketing - Film or Video
This award celebrates creative and innovative visual and audio corporate communications that place an emphasis on design values. Consideration given to the technical, conceptual and aesthetic elements, viewer engagement and message delivery.
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