One of Ottawa’s most established and respected residential community builders, Richcraft Homes has been a staple for over 40 years. Through the decades, Richcraft expanded from their success in neighbourhood development into commercial ventures and high-rise projects. The Charlotte is one of their latest developments in the heart of Canada's capital.
After having worked with Sawmill before, Richcraft approached us with the desire to create content that could help propel the grand opening of The Charlotte to greater heights. We delivered a content system full of videos to help support their customer journey.
Company Highlights:
• Founded in 1983
• Family-owned business
• Over 16,000 homes built
• 100-150 employees
Industry:
Real Estate Development
Market:
B2C
Scope of Work:
Content Strategy, Creative Direction, Copywriting, Video Production, Post-Production
Challenge
Condo Quandary
How do you capture the spirit of a neighbourhood?
Richcraft Homes wanted to frame the experience of living in their new premium condominium project, The Charlotte, in a way that felt inviting and warm. They approached us hoping we could make a series of videos that would be fun and memorable without losing any of the fine details and thoughtful touches they’d included in each residence.
But sometimes the goal of informing the viewer stands at odds with the opportunity to give them a visual experience. We knew The Charlotte deserved a suite of videos that would keep a light and welcoming tone, while also celebrating all the unique touches that made this property stand out above the rest.
Approach
More than the mini[m]um
We decided to make three films showcasing the breadth of living in The Charlotte community. Instead of focusing entirely on the property itself, we devoted one film to the surrounding community, a second film highlighting the shops and amenities of The Charlotte’s neighbourhood block, and the third to capture all the hidden elegance of the building itself.
With a charismatic talent and a snappy script, we were able to pack a lot of fun into the viewing experience. Instead of merely telling people about the property, we were able to show them everything The Charlotte makes available to its residents.
Work
Good Charlotte
We filmed over three days in downtown Ottawa, through an aggressive production schedule, capturing footage of all of the incredible parts of The Charlotte and its surroundings.
Along with the main three films to launch the Charlotte’s grand opening, we produced 10 videos for social media, allowing Richcraft to reach a larger audience, running a broad digital ad campaign capturing the scope of The Charlotte in all its grandeur.
The results
The Charlotte launched in the fourth quarter of 2023 to overwhelming interest. The content system we developed, featuring over a dozen engaging videos, has played a pivotal role in promoting and selling out The Charlotte.
We consider ourselves grateful to be an ongoing partner with Richcraft Homes, having now completed two large projects—and we'll continue supporting Richcraft Homes in their future real estate ventures.
13
video assets delivered
60 Days
to deliver assets for their grand opening
100%
sold out in time for their grand opening
10 Year
content lifetime
Content
Content strategy
Copywriting
Website video production
Social media video production
Digital ad creation
Post-production