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Tintern Avenue - “Where past and future merge to make timeless living”
Boutique Luxury Marketing Campaign
Key responsibilities included:
• Led the development and execution of a luxury real estate campaign, ensuring consistency and refinement across all creative elements
• Oversaw the creation of the brand identity and visual direction, ensuring it aligned with the sophisticated architecture and premium nature of the residences
• Developed messaging and tone of voice to effectively communicate the timeless elegance and exclusivity of Tintern Avenue
• Directed art direction for photography and videography, ensuring high-quality imagery that reflected the development’s luxury positioning
• Managed production for all photo shoots, video shoots, and creative assets to maintain a cohesive visual narrative
• Designed and produced high-end brochures, premium printed collateral, and marketing materials that showcased the residences’ features and amenities
• Coordinated onsite signage, hoarding, and display suite design to ensure alignment with the brand’s visual identity and messaging
• Directed bespoke website design, including copywriting, user experience (UX) strategy, and development to create a seamless online experience for potential buyers
• Managed organic and paid social media content strategy, ensuring messaging was tailored to the target audience and platform requirements
• Developed and oversaw radio campaigns to maximise exposure amongst our target audience
• Led campaign rollout strategy, including timeline management to ensure all deliverables were executed on schedule and within budget
• Delivered stakeholder presentations and provided ongoing launch support to ensure all project objectives were met and client expectations were exceeded
Deliverables
• Brand identity and visual direction
• Messaging and tone of voice development
• Art direction for photography and videography
• Production management for all shoots and creative assets
• High-end brochures and premium printed collateral
• Onsite signage, hoarding and display suite design
• Bespoke website design, copywriting, UX and development
• Organic and paid social media content strategy
• Radio advertising
• Campaign rollout strategy and timeline management
• Stakeholder presentations and launch support
Results
• The campaign’s success was evident in the impressive outcome: all properties were sold.
Nestled in the leafy heart of Toorak, Tintern Avenue is a collection of just eight exclusive residences, designed to offer the pinnacle of luxury living in one of Melbourne’s most prestigious suburbs. The brief was clear: create a campaign that reflected the sophisticated architecture and timeless elegance of the residences, while appealing to the discerning Toorak buyer.
As the creative project manager, I led a full-scale, end-to-end luxury property campaign — from the very first client meeting through to launch and post-launch updates. My role was to guide the creative and production process across all campaign elements, ensuring every touchpoint reflected the premium quality and distinct positioning of the development.
The campaign included a range of deliverables — from video and photo shoots to radio advertising and a standout creative concept designed to cut through in a competitive market. I worked closely with internal teams and external production partners to manage timelines, budgets, and delivery across every asset. As the campaign progressed, I continued to adapt and update materials, ensuring consistency and relevance throughout the sales cycle.
The Challenge
The key challenge was translating the developer’s vision of “timeless design” into a compelling, modern campaign that would resonate with a high-end market. My role spanned both creative leadership and client management — ensuring every aspect of the campaign aligned with the developer’s goals, while navigating the complexities of a demanding stakeholder group.
From day one, we focused on building a visual identity that honoured the heritage of the address while embracing a forward-looking aesthetic. This required a careful balance of subtlety and sophistication across all campaign elements — from brochures and digital assets to film and photography. I led this creative delivery across all touchpoints, making sure the final product conveyed the quality and prestige of the development.
Stakeholder management was a consistent challenge. The client frequently shifted direction and required ongoing reassurance throughout. I introduced structured review processes, clear feedback loops, and proactive communication to maintain alignment — all while protecting the creative vision and keeping the project on track.
And when unexpected issues arose, I stepped in to ensure nothing derailed progress. On the night before our hero shoot, the stylist cancelled last-minute — leaving us without wardrobe. With no time to spare, I styled the shoot myself using my own clothing, ensuring the production went ahead as planned and upheld the luxury feel we had promised.
