Cutting Through the Noise with Authenticity
When the marketing team at Highlife, a high-end property developer, came to us, they had a blank slate. They didn’t want another run-of-the-mill promotional video. They wanted something real—something that would cut through the noise and actually resonate with their audience.
After an in-depth discovery call, we tossed around a few ideas before landing on one that hit home: the pressure and privilege of development. The goal? Build trust by showing James and Elyse not just as business leaders, but as real people—visionary, ambitious, and deeply invested in their craft.
The Concept: A Bold, Personal Story
Creating The Extraordinary isn’t your typical developer’s promo video. It’s a raw, personal story that dives into:
The weight of responsibility in development – Every project carries high stakes. Crafting something extraordinary takes more than vision—it takes discipline, precision, and a whole lot of grit.
The artistry of creation – Development isn’t just about transactions and blueprints; it’s about bringing a vision to life in a way that leaves a mark.
The systems behind excellence – The best work doesn’t just happen. It’s built on meticulous planning, operational intelligence, and a drive to push the limits.
Through James and Elyse’s words, we get to see the real side of development—the vulnerability, the ambition, and the relentless pursuit of excellence. The language is intentional, confident, and intimate, reinforcing themes of trust, craftsmanship, and high-level execution.
The Visual Approach: Cinematic Sophistication
We knew this film had to stand out. To do that, we leaned into a filmic look—a deliberate move away from the fast-paced, template-driven videos that are everywhere. This gave the film a premium, crafted feel that aligned with Highlife’s brand.
We played with contrast—showcasing both the raw intensity of construction and the refined beauty of finished spaces. The result? A visual identity that feels authentic, sophisticated, and above all, real.
Execution: A Team Effort
For this project, Highlife went all-in with one of our BrandStory packages, which meant we had the room to execute at the highest level:
Director: Jordan
Cinematography Lead: David Recordon
Set Decoration & Continuity: Chelsi
Behind-the-Scenes Documentation: Fernando
Production Team: Cubit
Capturing behind-the-scenes moments is something we always prioritise. Not only does it help us refine our approach for future projects, but it also provides valuable content that offers transparency and insight into the creative process. Plus, let’s be real—it’s just fun to look back on.
The Takeaway: Why Authentic Storytelling Matters
So, what’s the real lesson here for business owners, creatives, and brands?
Authenticity wins.
In a world drowning in content, people are craving real, well-told stories. If you want to stand out, don’t just tell people what you do—show them why it matters. Be open about the challenges, the behind-the-scenes moments, and the human side of your industry.
That’s how you build trust. That’s what makes people care.
Highlife took a bold step in revealing the depth of their work, and we couldn’t be more excited to see how these films connect with their audience. This is what storytelling should be about.
As always, thank you Highlife for trusting us with your brand - this was an absolute win!
