Banco Group appoints Lucky Boy as marketing partner for East Brunswick Village

Banco Group has appointed Lucky Boy as the new marketing partner for East Brunswick Village. It is a full-service engagement rather than a single project: everything from the social channels and the content that feeds them, through to email, ads, and the site itself.

We spent our first day on site in August, shooting the first round of content for the channels. Here is how it looked from behind the camera.

What the scope covers

The brief runs across most of what we do, which is the way we prefer to work. One team holding the whole picture beats briefing four suppliers who never speak to each other.

Day to day that means social media management and the content that feeds it, video and photography shoots on site every two months, graphic design, SEO blogs, email marketing campaigns, ads management, and updates to the website as things change on the ground.

The two-month shoot rhythm is the part that makes the rest work. A village changes with the season and with who is living in it, so a standing shoot day means the channels are always being fed with something current rather than the same launch photography stretched across a year.

The first shoot

Day one was about getting the place on camera properly and starting the interview library. We worked through the communal lounge, the courtyard, the rooftop terrace and the street frontage, moving as the light did.

Interviews were the spine of the day. Those pieces do the work a drone shot cannot: they give the place a voice, and they cut down into short vertical clips for social as well as longer edits for the site.

Around the village

The other half of the day was the building itself. Courtyard gardens, the rooftop pergola, balconies looking back across the internal green space, and the retail edge at street level.

Shooting a place people actually live in is different to shooting an empty display suite. You work around real life, and the footage is better for it.