100% AI for 100% New Zealand wool.
With Bremworth’s New Zealand wool commanding a premium price, we needed to elevate the brand beyond functional value. Our insight:
the feeling of wool is more than material — it’s multi-sensory, emotional... spiritual. A concept too abstract for traditional production to capture.
With Bremworth’s New Zealand wool commanding a premium price, we needed to elevate the brand beyond functional value. Our insight:
the feeling of wool is more than material — it’s multi-sensory, emotional... spiritual. A concept too abstract for traditional production to capture.
Enter AI.
Together with longtime collaborator Chris Lucas, we harnessed generative AI to create one of the world’s first AI-driven TVCs — part of a broader campaign that brought this feeling to life through emotive storytelling and surreal, nature-inspired imagery. AI-ronically, technology helped us reconnect the brand to nature itself. Airing across Australia, NZ and the US, we elevated Bremworth from product to feeling — driving emotion and sales to new highs.
