Domain branded entertainment series pokes fun at residents of well-to-do Sydney suburb
Real estate website Domain.com.au will explore the possibility of commissioning another online mini series after claiming the popularity of its parody of life in an affluent Sydney suburb has exceeded expectations.
The seven-part series, Avalon Now, builds on a short film of the same name which took the top award at the Creative Creature Film Festival earlier this year.
The original film, produced by Avalon filmmakers Bruce Walters and Felix Williamson, is itself a parody of gritty drama Redfern Now and tackles the tough challenges faced by residents of the well-to-do beachside suburb, such as which wine to have with their barramundi. Everyone in the films wears a striped top.
After viewing the film, Domain commissioned Walters and Williamson to pen a branded series based on the fictitious lives of several Avalon families.
It stars Australian actors Richard Roxburgh, Jeremy Sims, Susan Prior and Aaron Jeffrey.
Domain has pushed the series out on its social channels with the fifth episode released last weekend. The first four have so far delivered more than 1.5 million views and thousands of shares.
Chief of editorial and marketing, Melina Cruickshank, said the series is part of Domain’s strategy to explore new ways of reaching audiences.
“Content and editorial is at the forefront of the way that we are connecting with people,” she said. “I had wanted to do an online video series that was different and would connect to people so much that they would pass it on.
“But it’s very hard to find that right kind of content so I was on the the hunt for quite a while.”
After the success of the original Avalon Now, Cruickshank said she approached Walters and Williamson to write a mini series based on their award winning film.
“We needed residential and property to be the theme but we gave them creative licence and wanted them to make people laugh,” she said. “We wanted the brand to connect with people in a different way beyond traditional messages.
“It has allowed the Domain brand to reach a whole new audience and has far exceeded our expectations in the number of people it has reached. Avalon Now has given us a subtle brand building platform.”
Cruickshank said the filmmakers and some of the actors who starred in the series live in the area and could relate to the lifestyle the series is ridiculing.
“There is a degree of self-deprecation in there,” she said. “It is about middle class angst and the passion you feel about where you live.”
Such has been the reaction that Cruickshank said a second series set in a different suburb will be considered.
“We will talk to Bruce and Felix and see what happens,” she said. “People have been so engaged that we would love to do more.”
Credits:
Produced, story and directed: Bruce Walters & Felix Williamson
Screenplay: Felix Williamson
Original concept: Bruce Walters
Edited by: Bruce Walters
Actors:
Felix Williamson
Richard Roxburgh
Jeremy Sims
Susan Prior
Aaron Jeffrey
Teo Gebert
Helen Thomson
Barton Lynch
This is bloody brilliant!!! Content marketing done right!
User ID not verified.
Very funny. These types of campaigns are just what the industry wants. Well done Domain we really need one for Melbourne please.
User ID not verified.
We love Avalon and you should never underestimate the beauty of regular driftwood hunting. Followed by Kale Shake with a dash of Sir Walter.
User ID not verified.
Episode four is just bloody funny. Felix Williamson is gold.
User ID not verified.
“Everyone in the films wheres a striped top”.
C’mon guys. Where is your apostrophe?
User ID not verified.
yeah its good. Well done Domain. STAN needs to take it up
User ID not verified.
This is hilarious. Content marketing at it’s best! Well done Domain.
User ID not verified.
Avalon Now was such a worthy winner of the Gold “Willbe” and $1k prize money of the over 16 category at this years festival. The festival is proud to have given this phenomena its reason for being and hopes the winner/s of the 2016, February 21 festival have similar success. Register now to make up to 3 minutes of entertainment which reference the theme of “Recycling” @ Creative Creatures Film Festival website.
User ID not verified.
Seriously funny and so much Aussie talent! More like this Domain!
User ID not verified.
Felix Williamson is so funny in this series.
User ID not verified.