Telling true neighbourhood stories for Trademe Property
Client: Breakout Room
Type: pre production / production / post production
Deliverables: Online content
Photography: Ant Low
In a blend of documentary and advertisement, we showcased some real characters in their real neighbourhoods to deliver a dose of authenticity for Trademe Property’s video content campaign.
Challenge
We were approached by the agency, Breakout Room and tasked with creating video content to expand Trademe Property’s audience, increase engagement and drive targeted traffic straight to the website. The concept was centred around real people, featuring and following these people into each of their neighbourhoods. The premise was to inject some authenticity, which suited us just fine.
The Solution
With this brief in mind, we executed, creating a series of films centred around the idea that ‘you can change your neighbourhood’. We set out using our lens to bring a number of real local characters to life. Their stories were grounded in their communities and highlighted the positive lifestyle aspects of their respective areas, from op shops to fishing spots.
Authentic stories
From a creative perspective, giving each story an air of authenticity was imperative, as this was what added value to the audience. We followed our locals to places they actually go, doing activities they actually do, and sharing the stories they had to tell.
Behind the scenes
This project was a fascinating hybrid of documentary and commercial. We managed to preserve a core of realness by including the talent in the pre-production process, as well as by building each piece around genuine situations in their everyday lives.
This amalgamation of editorial and reality was a fun, collaborative project to be involved in, and we loved coming up with the ‘how’ for Breakout Room’s ‘what’.
Dir. of Photography: Olly Harris
Director/Producer: Jacob Brown & Scott Cundy
Agency Producer: Viv Teo
Photographer: Ant Low
Camera Assist: Bodie Riis
Editing: Brewery
Colouring: The Finishing Suite
