Prepared by Luster for AD Group · July 2026
Everything on this page is AI-generated comp work: made to be judged, culled and remade, and priced at cents per image rather than a production day. Nothing here is final. There are two sections: the brand campaign ad creative, and the At Home video experiments. Tell us what you like and what you don't, because every note makes the next round sharper.
The campaign runs on two devices that work as a pair. Subversion ads poke at the honest cost of the house: the mowing, the gutters, the commute. Proof ads show the dream, grown up: real life happening in and around an apartment. Every concept carries a risk grading so we can dial the campaign's edge up or down by placement.
Belong from day one
Safe
Nothing left to chance
Safe
Downsize the house upgrade the postcode
Bolder
Home ownership doesnt have to be a full-time job
Bolder
Mowing the lawn no longer your Australian dream
Edgy
White picket fence
Edgy
Less to look after more time to go
Safe
The dream minus the maintenance
Safe
The postcode you couldnt get in a house
Bolder
Trade the land for the location
Bolder
Take the brake lights out of your next commute
Edgy
Closer in brand new
Safe
Live large maintain nothing
Bolder
Live where the weekends happen
Bolder
Backyards are overrated
Edgy
Brand new homes in the pockets you love
Safe
The best first homes arent houses
Bolder
Your first home doesnt have to be in the sticks
Bolder
The Australian dream can still come with a social life
Edgy
Buy where you want to live
Bolder
Own where demand already lives
Bolder
Tired of fixing an old house
SafeTiny fragments of video for the At Home series. The recipe is one small joy plus one unmistakable place, and never a face: hands, feet and silhouettes only. Ultra close-ups and slow, deliberate camera moves, graded warm and filmic to match the AD video look. Each clip starts life as a still frame; once the frame is approved, we animate it. Around five seconds, silent, built to sit behind interfaces and between hero pieces.
Laneway coffee · Fitzroy, Melbourne
A hand lifts the cup for a sip while focus rolls to the street art behind.
Pho at dusk · Victoria Street, Richmond
Steam off the broth, herbs dropped in, the eatery glowing behind.
Waxing the board · Bondi
Small circles of wax, sand on wet hands, the break waiting behind.
Jacaranda season · New Farm, Brisbane
Petals drifting onto the boards of a Queenslander verandah.
The tide underfoot · Burleigh Heads
A barefoot stroll through the shallows at golden hour.
Autumn underfoot · inner Melbourne
Boots scattering wet leaves along the bluestone.
People must be doing something. Our first coffee render held a frozen pose and instantly read as fake; re-prompted with a candid sip, it came alive. And place is the point: the more specific the suburb signature, the more the clip feels like home. These proofs are 720p; approved picks get re-rendered at full quality, 24 frames per second, in 16:9, 9:16 and 4:5.
Approved frames get animated next. Each one pins a small joy to a place people already love.
Gelato on Lygon Street · Carlton
Luna Park at blue hour · St Kilda
Dawn on the river · Abbotsford
The pour · King Street, Newtown
Jacaranda dapple · Surry Hills
Ferry wake and pines · Manly
Choosing figs · West End, Brisbane
Lagoon light · South Bank, Brisbane
Palm shadow by the pool · Broadbeach
Dim sims, steaming · South Melbourne Market
Herbs on the scales · Footscray
Reply with the codes and a gut call: keep, kill or push further. A one-line note against a headline or a clip is all we need, and it steers everything we make next.
Email Tobey at Luster