Huntlee was turning 10. Which, in small town years is big. They wanted to mark the milestone by showing they’d grown-commercially, emotionally, spatially.
The Challenge
Create video content that celebrates the community and captures the spirit of Huntlee as a ‘Place’.
The not-so-secret challenge? Some people still believed there wasn’t much in Huntlee.
And no, we didn’t have time to film the entire suburb doing all the things.
Our Approach
We started with a single question: Why Huntlee? From there, we built a messaging framework to help business owners answer that in their own words without sounding like real estate agents in disguise.
Instead of scripting sentiment, we made space for real responses. The tone? Human. Understated. Real. Just people who’ve built something here, sharing why they did and why it worked for them.
We kept the production lean – A solo videographer-slash-drone-guy, local coordination, no food trucks or talent management required. It was efficient, mobile, and human-scale because the goal wasn’t to over-produce, it was to get out of the way of the truth in the story.
We also designed for scroll-behaviour from the start.
Clips were cut into 15 – 60 second formats for Meta and YouTube because content doesn’t matter if nobody watches past the first five seconds.
Each edit worked alone but added to a broader narrative. This isn’t just land for sale. This is a growing town with real momentum.
The Result
Place marketing isn’t about logos or taglines. It’s about belonging. In Huntlee’s case, the businesses were the brand. We didn’t interview residents and we didn’t need to. The owners of the cafe, the pub, the gym, they told us everything we needed to know about growth, resilience, and why they chose to build something here.
This project helped shift the perception from “it’s still developing” to “it’s already happening.”
That’s a powerful shift when you’re not just selling homes – you’re building a narrative that says, “This is somewhere worth being a part of..”
Spoiler: there’s actually a lot out here.
Bonus take-away:
If you’re approaching a milestone – 10 years, 100 customers, 3 months.
It’s tempting to buy a big cake, take a photo and call it content. But milestones are more than just marketing moments. They’re transitions. They’re proof of growth. And when treated with care, they can help shift perception, build trust, and give your community (internal or external) a reason to say: “Yeah, this is worth being part of.”
If your brand is hitting a turning point, tell the story from the inside out. Talk to the people who’ve helped you grow. Listen well. Edit gently. And don’t wait until you’re “finished” to share the journey.
Growth is the most relatable story there is and that’s great content.
It’s called Huntlee. And it’s been here for over 10 years.
