AI Generated images
video & motion
Ooh Supersites
Ooh Digital Display
Print
Digital
Social
NZ Brand Campaign
Wool Carpet+Rugs
Background
Lucas and Kindred have collaborated with Bremworth for more than five years, reshaping and transforming the brand. The latest transformation milestone for Bremworth is the "Crafted Feels Different" campaign, which firmly establishes wool manufacturers new brand positioning.
The idea
Bremworth Carpet+Rugs are crafted for more than the feel, but the feeling. Living on Bremworth’s NZ Wool Carpets+Rugs creates a multi sensory, personal and abstract experience.
Change is good when you are part of it. This project, made possible by cutting-edge AI technology, features campaign assets developed entirely through generative AI platforms. These AI-driven assets bring fresh energy to the brand, with the potential to extend across its identity. Bremworth's early adoption of AI establishes a first-to-market strategy, positioning the brand to challenge competitors in its category.
Bremworth. Crafted feels different. NZ National campaign. 2024
Bremworth. Crafted feels different. NZ National campaign. 2024
Bremworth’s benefit extend beyond just the physical. Their crafted NZ Wool materials evoke a feeling inside your home and within you, emotionally and spiritually. ‘Crafted feels different’ takes the ‘feel’ to another level – elevating Bremworth wool to something else. Instead literal product benefits the campaign celebrates personal experiences connected to living on wool.
The TVC (above)
The grand, cinematic TVC captivates viewers with a visual symphony that mirrors the emotion Bremworth evokes. Traditional filming techniques alone couldn't capture this essence, so AI-driven image and video generation were seamlessly integrated with the creative process. The result is a striking visualization of the intangible feeling, as expressive and innovative as Bremworth itself.
OOH launch (below)
The teaser launch campaign targeted new top-of-funnel customers in the early stages of their consideration. The messaging was deliberately open to interpretation, designed to engage a broad audience and spark interest across diverse demographics.
Ai Campaign assets
All campaign images and videos were generated using AI. We developed AI-generated a curated collection of Ai images that seamlessly extended Bremworth’s existing photographic collection.
Images and video
The Ai interior images defined a bespoke style for Bremworth locations. Ai images were relevant and on trend, images adopted contemporary styling and designer lifestyle art direction. Bremworth Ai locations are architectural and adopt a ‘truth to material’ design approach. Bremworth products are framed and surrounded by other raw premium designer materials
Talent prompts were specifically engineered to resonate with key customer demographics, aligning the campaign with target audiences.
Ai motion
The campaign’s graphics adopted elements from Bremworth’s existing logotype, with the wool line serving as a visual thread linking campaign content. This 3D graphic form can be applied to any image or video, clearly marking the content as Bremworth. Reflecting Bremworth’s focus on wool, the line moves through interiors, interacts with people, travels through landscapes, and connects with Bremworth Carpets and Rugs.
The wool line
Designed for versatility, the wool line can be used across Bremworth’s supply chains, services, materials, and product collections. It not only brands Bremworth’s visuals but also differentiates its products from competitors. These freeform lines offer limitless application potential, in the future the wool line will become a key asset in Bremworth’s brand language.
The results
The "Crafted Feels Different" campaign sets Bremworth apart from typical carpet and rug advertising, which often focuses on practical benefits or end use. Instead, this campaign celebrates the abstract sensory experience of wool, highlighting Bremworth’s commitment to quality natural materials—unlike its competitors.
Generative AI played a key role in campaign development, enabling limitless idea iteration from the concept stage onward. This AI-powered workflow produced a contemporary, "big brand" campaign
Our new AI work flows delivered a ‘big brand’ contemporary campaign. The solution elevates and strategically positions the brand for launch into major western OS markets.
Bremworth’s ‘Crafted feels different’ campaign connected with millions of New Zealanders. Their mass market / broad reach media strategy raised brand awareness through; Linear TV and video on demand, Ooh Super sites, Ooh digital display and print (editorial). PR supported the campaigns.
Client comments
Media
Credits
Creative Supply Chain
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Bremworth. Wool Carpets+Rugs. (NZE: BRW)
Chief Brand & Product Officer:
Rochelle Flint
Marketing Communications Manager:
Padgett Johnson -
Lucas Melbourne, Australia
Kindred, Auckland, New Zealand -
Lucas Melbourne (Video Generation & edit)
Anataman Pictures. South Jakarta, Indonesia. (Track SFX)
Crayon South Melbourne, Australia (Colour final treatment)
Bigpop Studios Auckland, New Zealand (Voice over) -
Chris Lucas (Art based)
Chris Ellis (Copy based) -
Ange Eagle
-
Emma Munro
-
Chris Lucas
-
Chris Ellis
-
Max Ferguson-Hook
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Hari Kurnia
-
Tash May (Sound)
Meg Doyal (Colour),
Juliette Veber (Sound) -
Together, Auckland, New Zealand.
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Lucas Melbourne.
(Runway ML Gen 3 Alpha) -
Lucas Melbourne.
(Midjourney) -
Andrew Prendergast
