Blonde Bilinga: Building Community Buzz for a Premium Developer

Challenge

How do you launch a high-end coastal development when you can’t show a single render - not until the end title card? How do you make something irresistible without revealing the product?

The campaign needed to feel local, human, and premium - something that could connect emotionally with potential buyers while staying true to Highlife’s reputation for sophistication and authenticity.

We had three months from inquiry to delivery. Public locations, permits, tight timelines, and a strict creative constraint: let curiosity carry the story.

The Creative

The concept was developed by Chelsi Donohue, and directed by Trinity Leigh, known for her actor-first approach and comedic storytelling. Together Cubit built a campaign that focused on the people and the place.

Three lead films anchored the rollout:

Footsteps of Intrigue (30s) 

A quiet sequence of knee-level tableaus. Strangers cross paths, pause, and look toward something unseen. Curiosity spreads. The only text: COMING SOON.

Gaze of Wonder (30s) 

Close, people portraits of those same characters. Genuine micro-expressions and unspoken awe. Capturing the feeling of discovering something worth seeing.

Spread the News (45s) 

A full and vibrant taste of the coomunity that is Balinga, with movement and excitement from our already well-known cast, we ht the ground riding!

Community Interaction

continued the narrative at a local coffee cart, turning curiosity into connection. Free coffees, local chatter, real community — Blonde’s story grounded in the neighbourhood it would soon call home.

Why It Worked

Economy of scale: one cast, one location, multiple deliverables.

Premium tone: Professionals touching every part of the process.

Narrative discipline: the building stayed hidden until the very last frame of each film.

Longevity: assets designed to live on social long after the launch.

It was a masterclass in doing more with less. Trusting community, emotion and design to drive intrigue.