Housebuilder Dandara has launched a new campaign with Bolton-based agency Absolute that uses generative AI to create films and campaign assets in place of traditional production.
The campaign, titled You’ll feel right at home, is Absolute’s first for Dandara and has been developed in collaboration with the housebuilder’s in-house marketing team since January.
It is designed as an integrated, multi-channel campaign to support sales across a number of UK developments, targeting different buyer groups including first-time buyers, families and people downsizing.
At the centre of the work is the use of generative AI to produce campaign assets, including a series of films intended to reflect the emotional journey of buying a home.
According to Absolute, AI was used across both development and production to create multiple versions of creative tailored to different audiences and channels, while maintaining consistency in characters and environments.
The agency said the approach also removed the need for location shoots and large production teams, enabling faster delivery and greater flexibility to adapt campaigns based on performance or market conditions.
The AI-led creative is being used alongside real photography of Dandara’s show homes.
Trevor Dempsey, CEO of Dandara said: “We were keen to explore how AI could be applied in a way that genuinely adds value to our marketing, but it was important to find a partner who could guide that journey with confidence. Absolute immediately stood out – not just for their ambition, but for their clear understanding of how to bring AI into a campaign in a practical, effective way.
“Throughout the process, they demonstrated real expertise and a strong strategic mindset, all while maintaining the human touch that’s so essential in housing campaigns. The result is a campaign we’re incredibly proud of – one that feels both innovative and commercially grounded. It marks an exciting step forward for us, and highlights the real potential for AI to shape future campaigns across the sector.”
Chris Hodgen, Managing Director at Absolute added: “Dandara is a business with real ambition and momentum, and we’re proud to be partnering with them at such a pivotal stage in their growth. Over the past two years, we’ve made significant investment in upskilling our team and embedding AI into our creative and production workflows, positioning Absolute at the forefront of Ai creative development. That early commitment now enables us to deliver smarter, faster and more effective campaigns – combining strategic thinking with cutting-edge execution. For Dandara, that means creativity that not only builds brand presence across regions, but also drives meaningful impact at a development level.”
The launch comes as more brands and agencies are experimenting with generative AI tools to reduce costs and speed up production.
However, the use of AI in creative work remains a divisive issue across the industry, with ongoing debates around authenticity, quality and the potential impact on creative jobs.
Absolute said the campaign builds on its wider experience in the residential sector, having previously worked with housebuilders including Redrow and Applethwaite.
