Capturing the poetry of nature for Lawson Terraces.

 

Recognised as one of Australia’s greatest poets, Henry Archibald Lawson would often sit in the cave located a stone’s throw from the project which bears his namesake. It’s no surprise a man known for penning prose inspired by the Australian landscape found inspiration from this unique bushland sanctuary only one set of lights from Sydney CBD.

Over a total of 8 mornings our crew of photographers and cinematographers uncovered Flat Rock Gulley’s hidden treasures.

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A naturally modern retreat for the urban dweller.

 

After workshopping several potential approaches to the place brand, it became clear marrying the intrinsic beauty of what would quite literally become the future resident’s backyard with Rothelowman’s unique spin on classic Modernist architecture would be key to the project’s success. Rare worked with National Geographic and New York Times published photographer Brooke and our own inhouse cinematography team to create visuals inspired by Henry Lawson’s prose and Australian painter Arthur Streeton – the end result being a series of fine art quality images and a motion piece which perfectly captured the setting and elevated it well above a typical ‘lifestyle shoot’.

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Confidence inspiring collateral.

 

Along with this, we developed collateral which broke the terraces down into three typologies, carefully communicating and educating purchasers in fine grain detail the qualities of each home type. By first capturing buyer’s imaginations through the incredible visuals then providing them with detailed collateral which gave them the confidence to move forward, 14 out of 17 terraces were sold off the plan within a few months of launch.