Crafted feels Different

One of the world’s first 100% AI TVCs.

Chris Ellis, FS ECD, collaborated with leading design and AI studio Lucas to elevate the Bremworth brand beyond functional value. With Bremworth’s NZ wool commanding a premium price, the challenge was to communicate that wool is more than material but evokes an emotional feeling. It’s a spiritual multi-sensory experience that’s personal, intangible and impossible to capture with traditional means. We turned to long-time collaborator and design leader Lucas bringing this experience to life with a campaign that felt both otherworldly and ironically, deeply connected to nature. Resulting in a high-style, high-emotion campaign which ran across Australia, NZ and the US making wool feel worthy of its price.