MONA Final: Built to Sell Through Story.

MONA is 61 Property's first development in Brisbane: a highly considered approach to contemporary living, where architecture and materiality come together with clarity and purpose. It needed a campaign held to the same standard. This is the Final we made to carry it through to settlement.

It started with a discovery call, and time spent understanding 61 Property's business, their approach, their clientele and where they wanted to head. The brief that came out of it was clear: curated, editorial and story-led. Not a trendy social media campaign, but one that carried MONA through to settlement with the same clarity it was designed with.

"Showcasing our first development here in Brisbane was something that was super important to us as a business."

The campaign opened with a Teaser Story and a Teaser Reel, two short vertical films made to build anticipation before the Final landed. From there, interviews with the project's developer and builder and with WhiteFox grounded it in the people behind MONA.

The Main Feature Film brings MONA's architecture and materiality to life, and a full suite of Final Photos gives 61 Property a lasting record of the finished project.

All six pieces follow one curated, editorial thread rather than a trendy marketing formula: two teasers, the feature film, two interviews and the photography.

Considered, editorial, and built to sell through story rather than spectacle. The Final Campaign for MONA.

Denaya, on the MONA Final: "Seeing the behind-the-scenes work that went into it, as well as the finished product, was just incredible. Being able to showcase a home in the way that Eos did was absolutely insane."

Josh, Director at 61 Property, on why the right fit matters: "They get a sense of who you are, who your brand is, and they can shine a light on you differently than just rinse and repeating through the market."