From the moment Ballymore set out to launch the next phase of their multi-award-winning mixed-use development in Brentford, they knew this wasn’t just about selling properties—it was about shaping a lifestyle. Enter Wonderhatch.
Led by Co-Founder Marc Webbon, the agency set out to capture the thrill and promise of The Brentford Project through a vibrant campaign of cinematic film, stylised photography, and bold creative strategy.
In this behind-the-scenes interview, Marc shares how his team harnessed in-depth consumer insights, took creative risks, wrangled short production timelines, and even leveraged AI mock-ups to deliver a campaign that truly stands apart in the often conservative property sector.
What was the brief?
Our creative brief was to help launch the next phase of Ballymore’s multi-award-winning mixed-use development in Brentford: The Brentford Project. This project needed a vibrant, cohesive campaign, including a lifestyle film alongside multiple edits for social media, together with stylised photography to support.
How did the initial pitch/brainstorming phase go?
Our first step was to work through some initial strategy to get a picture of the target audience. We then undertook a number of recces with the client of the development and surrounding area to help us understand the space and connect it to who Ballymore was targeting: largely young professionals working close by and looking for a vibrant community.
Our ideas developed into thinking about how we could convey the feeling of an oasis near work, whilst helping people to imagine themselves happily living and commuting to and from that space.
We spent a lot of time looking at and critiquing what the competition had done. The property sector is generally quite conservative and can often be a “sea of sameness”. This can sometimes result in a video inventory of amenities - focusing on what the property offers, rather than the feeling it conveys.
We wanted to emphasise to Ballymore that this development was a chance to do something different, so we should be brave and have fun with it.
We had a number of ideas we wanted to convey, in what we felt should be a very visual pitch. We used AI to mock up some suggested styling for photography, showing how that could roll out into out of home and print media. We wanted to go much further than the original brief to show different potential ad formats, demonstrating how they could use our content expansively.
What was the process behind ideating the concept?
The whole team, from strategists to creatives to producers, spent hours visiting the site throughout our ideation stage. This helped us to better understand the space, whilst also gave us a deeper understanding of the client who accompanied us on our recces.
We pitched and created a campaign that was much more about the feeling and the potential The Brentford Project offered to customers. We wanted to frame the development as a pathway to a luxurious lifestyle on the edge of London.
One of the inspirations the client gave us was Soho House in Mexico, which really embodies luxe relaxation. This also helped to inform some stylistic must-haves to set the tone across both the film and the photography. Natural sunlight, saturated colours and diagonal lines became our guide. The only image which leans on straight lines is the overhead shot of the pool which is iconic, striking and memorable.
When working with a client, the dream is to create a visual language for the brand. By having all the assets and media mix considered and thought through from the ideation stage, we can create a distinct, refreshing tone. This is something we’ve seen other developers comment on since its launch.
What was the production process like?
It was a swift process, but it needed to be given timeline pressures. We worked incredibly closely with the client throughout to ensure we could move as quickly and efficiently as possible across the shoot.
From the pre-pitch stage to delivery we spent a lot of time with the client, having a number of meetings to constantly refine our idea, casting, script and concept. This upfront work really helps when it comes to the shoot itself.
It isn’t just about finding efficiencies though - production should also be fun and a real engagement point with the client. When the client feels central to the process they are more confident and more inspired, which helps us all to work better.
What was the biggest challenge during production? How did you overcome it?
We had to fit in a huge amount of work within the shoot, giving equal importance to both photography and film. Being able to authentically deliver both film and photography enables us to find major efficiencies whilst maintain a harmonious vibe, turning what might usually be a three or four day shoot into two. Having two separate production teams always takes longer and costs more.
What was also paramount was how we worked together with the client. We were joined at the hip throughout, so that decisions were made as quickly as possible under time pressure.
What kit/tools/software were used to create the project?
We used AI at the outset to help communicate our proposed stylistic approach. We wanted to create a cinematic feel across both film and photography, so chose our kit accordingly. We used RED cameras throughout and drones for our dramatic aerial shots to create a real sense of cinematic story-telling.
What is one funny or notable thing that happened during production?
The order of play is absolutely fundamental for a shoot, especially when we were relying so much on natural light. We had to shoot the pool at The Wick at a very particular time of day to capture the right light, mood and shadows.
After capturing various elements of the lifestyle film and photography poolside, the team was left with maybe 20 minutes maximum to set up the overhead shots. This meant we had to get the actors out of the pool, realign all the towels, sun loungers, check the shadows, realign again and, most importantly, dry all the watermarks left from the pool filming earlier in the day. And then, of course, clearing all the kit to create a clean space.
This was right at the end of day one, the hottest day of the year. But we knew the clouds were set to come in the following day. People were running around trying to make sure we captured the last of the golden light. It was pretty stressful, but on reflection it was a really funny scene. But we absolutely nailed the shots we needed.
What’s the main message of this project and why does it matter? How did you ensure that the concept aligned with the brand's values, goals, and target audience?
The project really matters to Ballymore. It’s a total passion project for them as it’s entirely their baby, rather than a joint venture with outside investors. It was crystal clear that this development is much more than a property site for them.
It was about raising up a community. It’s not a gated community closed off to everybody, it’s been built in the middle of a pre-existing area and Ballymore has taken the whole of the Brentford community with it on the journey. This is what made the project feel so unique.
Each of Ballymore’s developments has a different tone and a different purpose, but community was the clear mission for The Brentford Project. Our lifestyle film shows this; that’s why the actors go shopping in the lanes, why the wide shots of the balcony show the view of the rest of the neighbourhood. It brings all of Brentford into the work and into the development.
How long did it take from inception to delivery?
4 months from the initial meeting. After our shoot was over, we shared the final assets 10 days later. A huge amount of the time was spent on the ideation and the planning, but from production to delivery we moved incredibly quickly.
What role did consumer research or market analysis play in shaping the concept and its execution?
A huge one. With this campaign, you’re really selling a lifestyle change whilst offering up an entire community you can plug straight into. This is unique.
From a casting standpoint the actors got on really well, and fitted the consumer research to a tee. All those little moments between them as they laze, shop, laugh and cheer creates the sense of a great time and a great life lived.
This helps to excite potential buyers with the promise of how each day can unfold in an inspirational setting, offering far more for their investment than just the property. Our analysis showed this to be critical.
How did you ensure that the concept remained innovative and stood out in a crowded marketplace?
We worked closely with the Ballymore team to ensure that we stayed true to the original strategy. As long as you’ve done that piece well, bringing the client in on the process means both parties will have the confidence that the creative concept will keep us on the right path. The strategy got us client buy-in for a brave and innovative concept. This then enabled us to move into production completely aligned.
What do you hope it achieves for the brand?
Distinctiveness and a real sense of community. That was our main hope. You also want it to be something the client can feel proud of and that stands out within the sector.
If you want to get the client excited about the work, it ideally has an impact both internally and externally. We wanted to create something that the Ballymore teams are proud to identify with. Our feedback is that we’ve achieved this goal. Ultimately, our job as marketers isn’t to sell, it’s to make people want to talk to and engage with our clients.
Credit list for the work?
Client: Ballymore
Advertising Agency: Wonderhatch
Agency Creative Director: Matt Waller, Wonderhatch
Account Director: Marc Webbon
Agency Producer: Benjamin Cyrus-Clark
Production Company: Wonderhatch
Director: Patrick Gather
Editor: Joe Boyle
Post prod Producer: Benjamin Cyrus-Clark
Post-production: Wonderhatch
