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Ocean House - “A Life of Hidden Depths”
Full-Service Luxury Marketing Campaign
Key responsibilities included:
• Acted as the primary point of contact between the client and internal teams, managing communication, expectations, and feedback throughout the project lifecycle
• Led the strategic development and execution of the brand identity and visual styling
• Oversaw art direction for both photography and cinematic videography to capture the brand’s lifestyle essence
• Managed the creation and production of lifestyle-focused brochures, premium sales collateral, and printed marketing materials
• Coordinated the design and installation of onsite signage
• Directed the design and launch of a custom website, ensuring strong narrative flow and visual storytelling
• Planned and executed a robust social media content strategy aligned with brand goals
• Managed delivery of Out-of-Home (OOH) and Above-the-Line (ATL) media campaigns in collaboration with media buying partners
• Handled internal team coordination, project timelines, and milestone tracking to ensure on-time delivery
• Monitored project budgets and ensured cost-effective execution across all campaign elements
• Maintained strategic oversight to ensure creative consistency and high-quality outcomes across every brand touchpoint
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
• Out-of-Home (OOH) and Above-the-Line (ATL) media campaigns
• Campaign rollout strategy and timeline management
• Stakeholder presentations and launch support
Results
• The campaign’s success strengthened our relationship with the client, opening the door to a pipeline of future work.
• Award Winner at the 2022 Better Future Melbourne Design Awards
SILVER – Publication
Ocean House is a boutique collection of eight full-floor residences nestled in Palm Beach, Gold Coast — each offering uninterrupted ocean views and a refined, laidback lifestyle. The campaign needed to cut through a saturated luxury property market with a brand and concept that felt both elevated and emotionally resonant.
The creative needed to encapsulate the understated luxury of the residences while celebrating the richness of Palm Beach’s coastal lifestyle. Our concept, “Discover a Life of Hidden Depths,” became the campaign’s storytelling anchor — a metaphor for the layered beauty within the architecture and the lifestyle on offer. This translated into a minimalist yet emotive visual direction, soft pastel tones, and tactile design finishes that reflected the landscape and mood of the coastline.
As creative project manager, I led the delivery from concept to completion, managing the full creative and production pipeline. I worked closely with strategy, design, and production teams to ensure the campaign aligned with both the developer’s goals and audience insight, delivering a cohesive and distinctive brand experience.
A key highlight, was the inclusion of a standout print innovation within the campaign’s hero brochure — a stitched image sequence of the ocean at different times of day — capturing the shifting beauty of the view and the individuality of each residence. This elevated print feature, paired with a bespoke brand identity, website, and supporting collateral, helped position Ocean House as a truly unique luxury proposition on the Gold Coast.
The Challenge
We needed to create a standout creative campaign in an already saturated property market — where attention was limited and competition was high. So we looked at ways to become creatively unique, such as the standout print innovation within the hero brochure. Creativity was also paramount, as the property itself was in a less desirable location, so we had to shift the narrative and sell the lifestyle, not just the real estate. This meant developing a campaign that tapped into emotion, aspiration, and identity — positioning the development as a gateway to a better way of living, rather than simply a place to live.
Operationally, the project ran smoothly — until just before the launch event, when border closures between Australian states disrupted our brochure delivery. With planes grounded and time running out, we had to find a new solution to get materials from Melbourne to the Gold Coast. I quickly put together an alternative plan, working with couriers and local networks to coordinate ground transport and ensure everything arrived in time. Despite the last-minute challenge, the event launched as planned, with the campaign and materials in place — a testament to quick thinking, strong planning, and a calm response under pressure.
