Brickworks | Special Agent Brick
Choose brick. No matter the assignment.
How do you convince families looking to build or buy their first home to choose brick over inferior building materials, in a way that is entertaining yet compelling? Introducing Special Agent Brick. She’s researched, primed, and armed for every possible scenario – and she knows exactly what building material she needs to succeed in her line of work.
The Special Agent Brick campaign is the second campaign Found At Sea has produced for Brickworks that seeks to educate and inform audiences of the benefits of Brick homes that most of us intuitively understand yet often fail to consider.
Special Agent Brick | Part 1 | Fireproof 30s
Special Agent Brick | Part 2 | Durability 30s
Special Agent Brick | Part 3 | Energy 30 s
Special Agent Brick | Part 4 | Zero Maintenance 30s
Special Agent Brick | Part 5 | Soundproofing 15s
Special Agent Brick | Part 6 | Longevity & Style 30s
Special Agent Brick
Market research conducted by Brickworks consistently reveals that it is predominantly women who play the biggest role in deciding what building material they want their home to be made of.
With this in mind, the central focus of this new “brick benefits” campaign was to appeal to female audiences whilst highlighting the specific benefits bricks provide to homeowners. We knew a female character had to be the hero of the story and that we needed to use her confidence, charm and charisma to create an emotional connection with female audiences and imbue them with the same confidence in building a homemade of bricks.
The Special Agent Brick concept arose out of a need to combine a strong lead character with a showcase of the most important qualities of brick. The concept of a secret agent who is also a family mum allowed our main character to both physically test bricks and other building materials with flames, water, wind, and physical impact while also demonstrating the key lifestyle benefits of bricks such as their energy efficiency and soundproofing qualities. While our main character is clearly a technical expert on the benefits of bricks she is first and foremost a mother and proud homeowner wanting the best for her family and it is this relatability that adds to the effectiveness of this campaign in appealing to Brickwork’s target audience.
Under the direction of Zachary Lynch-Woodlock, shooting this campaign took us to a signature, architect-designed Sydney home, showcasing two popular brick styles that Brickworks have to offer. The garage on this property provided the perfect backdrop for our special agent’s test laboratory. Bringing together a top tier art department including Roslyn Durnford and Natalie Beak (art directors) and David Marriott (standby props) and James Du (robot engineer) enabled us to visualise and construct a ‘spy-thriller’ test-lab environment, complete with a functional flame thrower, robot assistants to put bricks through ‘hell-and-back’ conditions to replicate real-life extreme weather conditions.
Our hero talent, Ayeshah Rose delivered an exceptional performance – executing exciting stunts with stuntman Mark and Mike Duncan while also exuding elegance and charm in explaining the key benefits of bricks to our audience. With the help of VFX (Benson Koschinski), we brought the essential benefits of brick to life, to create a convincing and entertaining secret agent-esque film, accompanied by an original score by composer Matt Sladen.
The outcome we believe speaks for itself in delivering a beautiful and cinematic campaign for Brickworks that showcases the benefits of building a home from bricks in an entertaining and innovative way.
Client –Brickworks
Director – Zachary Lynch-Woodlock
Production agency – Found At Sea films
Executive Producer – Dan Trotter
Producer – Victoria Vlasova
DOP – Tania Lambert
1st AD – Betty Fotofili
ACs – Sarah Hadley & Rebecca Wilson
Gaffer – Timothy Goodacre
Art Directors – Roslyn Durnford & Natalie Beak
Standby Props – David Marriott
Wardrobe – Lada Volovelsky
Makeup & Hair – Melinda Wenig
Sound – Nathan Bell
Editor – Zachary Lynch-Woodlock
VFX Editor – Benson Koschinski
Colourist – Yanni Kronenberg
Sound Design & Original Composition – Matt Sladen
Zachary Lynch-Woodlock – Director
Zac Lynch-Woodlock is a Sydney-based Writer/Director/Editor, who has worked in the Advertising, Film, and TV industry across countless campaigns and music videos for a wide variety of clients. His passion for directing comedy is apparent in many of the campaigns that he has helped bring to life. Zac had this to say about the brief and the project he directed for Found At Sea and their client Brickworks:
“There are not many clients in this world that would allow you the opportunity to try setting fire to their product with a flame thrower-wielding robot arm – fortunately Brickworks is just that kind of client.
“I was thrilled to be approached by the guys at Found At Sea, to help develop and direct their new campaign for Brickworks. It was great to work with longer-form content, which allowed us the time to be informative and deliver the brand’s generous list of benefits to the viewers, whilst also having the time to do it in a fun and engaging way and keep the audience entertained.
“From the very outset of developing this campaign we knew that we wanted to create something larger than life. This is where the concept of creating a female James Bond character came to light. We wanted a character that embodied the strength, integrity, and reliability of a brick. We also wanted to tell the story in a fun and action-packed way, but most of all we wanted to put a flame thrower on a robot arm and try to set fire to a stack of bricks… and fortunately for us bricks don’t burn.”
Contact Us
We would love to hear from you. Old-fashioned phone calls work, as do emails, a message in a bottle, or this form just over here.
Suite 4, 535 Crown St, Surry Hills 2010
T: +61 2 91 99 80 09
E: production@foundatsea.co