Nation

SocialVideo WebExperience

Build-to-rent is a new category for Australian developers, and new categories are hard to sell without falling back on the same, tired real estate playbook. We skipped it entirely, building a content ecosystem around something every renter actually cares about: home, told through trusted, loved voices across social, video, and web. Nobody needed the category explained to them. They just wanted in. Full occupancy soon followed.

Dark Mofo

SocialPublication WebExperience

For years, one of Australia's boldest festivals built its identity from the outside in: brand first, program second. Working as part of the DarkLab team, Woolgather founder Heath Killen helped back a different bet: that the program was the story. Working directly with the musicians and artists at the centre of it, he helped create social, web, print, and on-the-ground creative that let the curation take the lead. In 2023, the festival drew 427,000 attendances, and continues to grow in strength with this new narrative core.

Mtns Made

PublicationWeb Social

The Blue Mountains has Australia’s the highest concentration of creative industries. The local council wanted to turn that energy into real economic opportunity, from film studios to maker spaces. So we built it for them end-to-end and launched Mtns Made as a cultural brand and publication platform. And it’s still going. Our street-press newspaper, social video series, and a event series continue to tell the stories of the people who make the place.

Hotel-Hotel

CurationExperience

Hotel-Hotel wasn't an ordinary place to stay. Every detail of the building had been considered, so it needed content with the same level of ambition. For property developer Molonglo, we helped turn the ground-floor into an exhibition space with meaning. “Rainbow's End” imagined Australia in 2060 through original artefacts “from the future” made by contemporary Australian artists. We then worked with those artists to carry their stories across the website, social, and print. The lobby stopped being just a lobby and became a space for real-life storytelling.

Golden Age

SocialPublicationExperience

When everyone's selling the same thing, how do you stand apart? You change lenses. Working within the Golden Age team, Woolgather founder Heath Killen dug through rare press photography, behind-the-scenes stills, and alternate shots most cinemas never think to uncover, building a program and social identity nobody else in the market had. We even took it off the screen entirely with More Human Than Human, a Blade Runner event staged inside a dystopian, art-filled car park, and The Deep End, a poolside screening of Jaws that turned a classic into an occasion. Nobody else was mining film history this deeply, or turning it into nights people would actually leave the house for.

City of Newcastle

Owned ChannelsSocial Video

Governments are good at talking in facts, stats, and milestones - but is that what residents want to hear? Woolgather founder Heath Killen worked with the marketing team to help shift the narrative from head to heart. Ahead of the relaunch of Newcastle Art Gallery and across the growth of the council’s own cultural festival New Annual, we helped develop a different voice for City of Newcastle: one that celebrated the city rather than reported on it. Less chest-beating, more belonging.

CommBank

Owned ChannelsSocial VideoPublishing

What do you do when one of the country's most trusted brands needs to expand its owned media capability, without losing the trust that built it? Produce content people care about. To do this, Woolgather founder Heath Killen went inside: levelling up the in-house team and incubating the ideas that can only come from within. These included a personal finance video series with brand ambassador Jess Irvine and an ongoing suite of educational pieces on cyber-security.

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Redrawing the Map.

Redrawing
the Map.