Ilyuka

Film | Styling | Media Relations

‘The 2010 Ilyuka sale was noteworthy not just for its value, but because it sold at a depressed time of the market, just two years after the Global Economic Crisis had taken hold, and while other prestige homes languished on the market for months.’
- The Age

This heartwarming film was one of our very first projects - and an incredible success. In 2010, video was still a relatively new entrant onto the real estate marketing landscape, so our decision to turn the tables and use it as the centrepiece for this important Australian campaign captured quite a lot of attention. The historic beachfront estate “Ilyuka” was not so much a listing as a legacy, and we wanted potential buyers to see its value not just through a transactional lens but an emotional one as well.

So we told a family love story.

The story depicted a fabulous fictional family coming together to spend 24 idyllic hours in the grounds of the magnificent beachfront estate. Leading models were hired, an indy song was written and the upscale GANT clothing company came on board to create a short film that was widely viewed and discussed for its unorthodox approach. An approach that just happened to work a treat. Within days its eventual owner was helicoptered in for an inspection, and shortly after “Ilyuka” was sold - for a record price that years on remains a noted benchmark for lifestyle property in Australia. And for us, still today this film continues to generate calls from agents and owners seeking something similar to help bring their properties to life.

Love, laughter and a killer wardrobe never go out of fashion. ❤️