While the initial brief called for a single brand film, we proposed the production of a social-first series of standalone episodes. This approach allowed us to expand the narrative by maximizing the time available to tell the stories of individual team members, and to structure the content in a way that encouraged viewers to look forward to the next episode. 

The series was optimized for a paid social campaign, with scriptwriting, creative direction, and editing all tailored to maximise impact in a scroll-heavy environment. Each episode was designed to capture attention quickly and communicate CRYSTAL’s brand values clearly and effectively. To enhance consistency and emotional engagement, a dynamic, uplifting soundtrack was carefully selected and used across all videos, creating a cohesive tone that complemented each story.

Production involved a full day of interviews and several days of B-roll filming at construction sites over the course of a few months, allowing us to document different stages of the construction process and highlight the team’s hands-on expertise.

Each episode opens with striking visual hooks to immediately engage viewers, followed by targeted story hooks in the form of carefully crafted interview questions and answers, designed to resonate with the target audience, which in this case was architects and construction specialists. 

As a result, the series not only elevated the client’s brand presence but also humanized their team and process, making the company more relatable and appealing to potential clients and stakeholders.